Danum PH is an amalgamation of art, wit, and wine. "Danum" directly translates to "water" in Ilocano. The brand name is a wordplay associated with the famous parable of Jesus turning water to wine, and always garners a laugh when paired with Danum's tagline, "Stay hydrated!

My goal was to create a brand that exudes luxury without the hefty price tag. This posed a challenge since luxury products typically require costly packaging. Given Danum's limited budget, we had to work with bottles and materials that could be sourced with minimal order quantities and the lowest shipping price, resulting in simpler packaging than our competitors who charge five times our price point.

Our market entry product is Bugnay, a wild berry wine that stands out among local wines. The question was: how do we entice people to try it?

The solution was to create packaging that would be on par with top-shelf liquors to attract first-time customers. We knew the quality of the wine would win over returning customers; we just needed to make sure we captured their attention at first glance.

We chose Dionysus, the Greek god famous for wine (and his wit) to feature prominently on the label. He perfectly embody the spirit of Danum. I added a frame of vines reminiscent of Grecian art to complete the theme. I hand-drew every element to give it a bespoke feel that is often missing from typical luxury products. To enhance the illustrative details, we opted for a simple color palette and printed the background on gold paper, giving the label an elegant touch.

This design was not only inexpensive to produce but also draws in many first-time customers. The standout label caught the eye of potential buyers, leading to increased sales and ultimately fostering a loyal customer base who appreciated both the quality of the wine and the beautiful bottle.