X Marks the Spot

Wine Label Design With Hidden Depths

X Marks the Spot is a wine brand and label created by Thirst Craft. The concept was developed to explore how label design can push the multi-sensorial experience of wine even further.

Our bold, simple, intriguing design tempts the drinker to dig deeper, peeling away a perforated surface layer to reveal hidden depths beneath – in this case a beautiful pearlescent, holographic texture.

Wine naturally creates a moment to be savoured as the drinker discovers different flavours unravelling on the tongue. This interactive idea simply extends that experience to the packaging, adding new tactile layers in order to enrich the moment.

We believe wine packaging should be something you not only enjoy with your eyes, but with your other senses too. That’s why we wanted to add this extra, irresistible dimension to our label.