Buck convention, push boundaries, make art

The Prisoner, a leading force in US luxury wine, has never followed convention, and over the years the brand’s bold attitude and dark, artful aesthetic has built a cult following. To stoke excitement among this loyal fanbase and drive traffic to the brand’s growing direct-to-consumer (DTC) channel, The Prisoner saw an opportunity to launch a new range of wines sold exclusively online, in the tasting room, and through wine club. 

Our brief was to create four arresting statement wines with packaging as artful as the wine itself. Put simply: buck convention, push boundaries, make art.

Solder GSM Blend fractures tradition and fuses it back together into something new, beautiful, and bold

Our creative concept for Solder GSM Blend fractures tradition and fuses it back together into something new, beautiful, and bold. Inspired by Kintsugi, the Japanese art of rebuilding what’s broken to be better than it was before, this wine is an artfully modern take on a historic blend of three grape varietals soldered together.

Friction Viognier—a gem cannot be polished without friction

For Friction Viognier, our concept, Polished, acknowledges the challenges and friction faced when making a delicate viognier wine. The sensorially stimulating name captures the brand’s desire to go against the grain but also the creative sparks that fly as a result. 

Sliver Syrah/Petite Sirah is born of an icon

Sliver Syrah/Petite Sirah started life as part of The Prisoner’s groundbreaking Red Blend, so our creative concept, Sliver of an Icon, nods to the original blend with intriguing packaging that tells its own story. 

Thorn Merlot, dangerously beautiful

For Thorn Merlot, our creative concept Protecting Beauty embodies the paradox of the thorn, dangerous, yet designed to protect. A golden, thorny vine embellishment encircles as a sharply provocative complement to a velvety soft red wine.

“Drinks branding is changing. Direct-to-consumer (DTC) is fast becoming the channel to watch, meaning assets have to flex across digital and physical packaging. We’re seeing entirely new creative possibilities. Screen appeal’s the new shelf standout.”

Max Harkness, Co-Founder & Director