Pernod Ricard Premium Wine Brands has launched its first California still wine brand, Deadbolt. The name “Deadbolt” describes a quality available only to risk takers, and its tattoo inspired logo exudes bold individuality.

Pernod Ricard Wine Brands had a vision of a bold red blend that breaks away from convention and goes its own way without apology or hesitation. To develop the story for this brand they enlistedLandor Associatesto create its packaging. Using the core business goal, and building on the positioning, Landor executed the naming, package design, POS design, wearables, and participated in the brand development, brand story for Deadbolt, creating a unique new brand that would grab attention in a crowded category.

The label itself is a deep matte black background with a striking high gloss, foil-stamped logo.