Michael Bast + Turning Leaf
March 10, 2009
Turning Leaf is turning over a new leaf. Or so is the clichéd, yet apropos, theme of the newest promotion for the winery. Launched this past December and art directed by Liza Butler, Turning Leaf needed something to differentiate them from the 8,000 other wine brands currently on the market. The company came to Scott Hull Associates looking to explore styles within our range of artists. Michael Bast was easily distinguished to contemporize their vision for the new line. Michael used the original leaf design as inspiration, but took his own idea and vision of a “freer icon” and paired it with a more contemporary font that flows easier with the updated style. And the change is unmistakable. For his illustration, Michael did pencil drawing, digital painting, and scanning.
Early results on the new imaging have been great. Gallo’s testing department says that purchasing of the wine increased by 29% and the “likeability” and attraction to the actual wine bottle itself went up 43%. An overwhelming 100% of the tested consumers said that, “the packaging carried a perception of being new and different compared to other wines.” Sweeter words were never spoken about a company looking to re-invent the wheel of their already established brand.
