Emily Hale, a design student at Pratt Institute, created a sweetly simple packaging concept for the fictional wine company Harvey Milk Wine (named for the first openly gay American politician to be elected to office). Milk fought tirelessly for gay rights until he was assassinated in 1978. Now, the Harvey Milk wine brand has a hopeful and inspiring agenda.
Hale chose to make this strong Cabernet Sauvignon as a commemorative piece to the courageous politician and clearly illustrates this intent by adding an endearing and minimalist graphic of a half-full bottle of milk. This visual gesture not only alludes to the last name of the brand’s namesake, it also speaks volumes about Harvey Milk’s optimism in spite of the multitude of social road blocks he encountered throughout his life.
The simplicity of the Harvey Milk wine packaging allows the poignancy of Harvey Milk’s message to shine through uninhibited by flourish and unobscured by gloss.
Key Themes Behind This Trend
- Social Justice Branding
- Creating brands with an inspiring message and honoring pioneers can capture a loyal customer base.
- Minimalist Packaging
- Simple yet memorable packaging designs can communicate brand mission and values.
- Commemorative Products
- Producing products in honor of influential figures can create emotional connections with consumers.
Where This Applies
- Alcoholic Beverages
- Crafting unique alcoholic beverage brands can appeal to consumers with a social consciousness.
- Graphic Design
- Simplistic designs that effectively communicate brand values and messages are increasingly in demand.
- Marketing and Advertising
- Creating emotionally compelling marketing campaigns can help customers feel connected and invested in a particular product.
