Razza Pet Nat — a limited edition wine celebrates a perfect pair: wine and pizza. Beneduce Vineyards in partnership with Razza, make a Jersey-grown white field blend, fermented with yeast from Razza's very own sourdough culture bringing to life this special pair. The packaging is a continuation of our previous work with Beneduce Vineyards adding something 'out-of-the-box' to tell you there's something special about this product.
Following the non-verbal graphics on the labels, we use the 'pizza toss' to telegraph pizza making and make the dough a dynamic asset. The clear sticker, a removable asset individually placed by hand by Razza's employees — the same that hand-picked the grapes for this wine — is an asset designed to never appear in the same position, making this playful pack an ever-changing packaging system through a single-minded action.
Work by Lule, LLC
Client: Beneduce Vineyards
Designed: Abraham Lule
Copy on pack: Corey Lewis
Photography: Chelsea Kyle
The label features Avery Dennison's Grape Touch paper —made from 15% grape waste and 85% FSC-certified pulp. The subtle texture complements the relaxed graphics, adding a texture true to both the wine and pizza crust. Additionally, the neck seal is a nod to pizza sauce, injecting vibrancy into the monochromatic pack and including the obviously perfect pairing for this wine through the tone of voice.
