Pandora’s Amphora
Wine Packaging Design
A truly special wine requires truly special packaging.
The rich origin story of this very limited edition and experimental wine – lovingly crafted by legendary winemaker Glenn James – was referenced at every point throughout the premium packaging design.
“Jeremy is one of the best in the business. Professional, detailed and simply quite brilliant with ideas and bringing a concept to fruition. Jeremy’s work brought our ‘Pandora’s Amphora’ to life and we couldn’t have asked for a better result. I have no hesitation recommending Jeremy.”
– Amanda Jane Pritchard, Owner Director, Ducks In A Row Winemakers
“Pandora’s Amphora is one of the great wine packages. Amazing table presence. Glenn and Amanda have taken attention to detail to a whole new level: they interviewed three designers before settling on Jeremy Boyd. Everything Jeremy touches turns to gold awards. It’s a beautiful Saverglass bottle with a long cork, a wax seal and an inspiring message on a thin white ribbon. Some women are keeping the ribbon in their purses as a keepsake… The wax is from Canada… it’s the same colour and texture as a Milky Bar and it actually made my mouth water.”
– Anthony Maddigan, Editor, WBM - Wine Business Magazine
The story of Pandora’s Amphora
Pandora’s Amphora wine was hand-crafted following the ancient European tradition of fermenting in clay amphora vessels rather than the relatively modern wooden barrel. The resulting wine is simply stunning and full of intrigue. Equally intriguing is the story of where this particular amphora came from. An ancient and disused amphora clay vessel beckoned to Glenn during his time at Penfolds, it's origins unknown though seemingly dating back some centuries, quite possibly to Greece. What was left of its flaking glaze provided glimpses of a decorative painted fresco that once adorned the vessel – this became the reference for the digitally hand-painted illustration which wraps around the main bottle label.
A series of maker's marks found pressed into the clay has also been incorporated into the packaging design, influencing the logo's typography, the PA monogram, and the symbol which is hand-stamped into the sealing wax on top of the bottle.
As research uncovered, the legendary 'box' featuring in Greek mythology's tale of 'Pandora's Box' was actually not a box at all, but an amphora. A printed silk ribbon has been incorporated into the wine packaging, providing a hint to the legend of Pandora's Amphora and requiring the viewer to rip open the wax seal to reveal the full extent of what is written beneath:
"When Pandora opened the amphora gifted to her by Zeus, all the evils of the world escaped. All that remained inside was, hope."
This process of ripping open the seal acts to symbolise Pandora opening the amphora and physically connects the viewer directly to the legend.
– Cheers!
“Homegrown in McLaren Vale, the impressive bottle with small design touches make this a memorable wine to drink and hold. Type tints and a waxed ribbon with a small message about Pandora pop even more thanks to the premium bottle.”
– Vinomofo (Ten favourite wine labels)
Creative Direction
Graphic Design
Illustration
Copy Writing
Print/Production Management
CLIENT
Ducks In A Row Winemakers
Glenn James-Pritchard & Amanda Jane Pritchard
McLaren Vale, South Australia
AWARDS
Gold – PICA Awards
Photography © asbCreative