DivulgeCo-Partnership

The low alcohol wine category is dominated by low-cost wines that fail to drive desire with ‘diet’ design codes. The Prisoner Wine Company briefed us to elevate category perceptions with an intriguing low alcohol white wine that disrupts with a sophistication uncommon in category. Our design for Divulge wine reveals a new perspective on low alcohol.

The name Divulge means ‘to reveal’ so we were inspired by the idea of a polygraph test as metaphor. The label depicts a needle sketching out the erratic line of a heartbeat in silver ink — then, tilt the bottle and the name is divulged. The idea is elevated with debossed ‘graph paper’ (Polar White), typography printed in embossed silver foil, and an exposed cork. The design taps into contemporary betterment, which ditches restriction narratives in favour of a healthy balance of moderation and indulgence. In the first summer of launch, Divulge performed as the best-selling white wine in The Prisoner Wine Company portfolio.