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Lead Image

Boomtown Wine Label


Production Method

Foil stamp




Creative Direction: Joe Quatrone
Design, Art Direction: Quinn Ianniciello
Production: Bob Bost



Metro Label

True torn edges and bright metallics elevate Boomtown’s recently re-imagined label while remaining true to the authenticity of Dusted Valley’s vision: Adventure. 



Dusted Valley

Quantity Produced

Production Cost

Production Time

4 Weeks

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

Specialty 80# Deckled Edge White
One Deckled Edge w/Permanent Adhesive (UPM Raflatac)

Number of Colors

1 Spot Color + 2 Foils (Metallic Red/Gold) Stamped
Flood Custom Tint


Flood Matte



Mrs. Eaves


Boomtown Wine Label
Boomtown Wine Label
Boomtown Wine Label
Boomtown Wine Label
Boomtown Wine Label ---

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Project Description

Reimagining Dusted Valley's (affectionately named) "little brother" label started with the winemaker's authentic story: an unquenchable thirst for adventure. Featuring vintage handcrafted maps, a true torn deckle edge (a unique feat, thanks to an excellent printer and paper supplier), and a bright metallic foils (ooh, shiny!) Boomtown found a new life on the shelf.

We wanted the label to appeal to all audiences, and elevate the premium feel of the brand, while still feeling authentic. The final combination of an elegant paper stock with the natural (not die-cut) torn edge, foils, and matching white cap brought Boomtown a more modern feel, and plays off the excitement the name inspires.

Production Lesson(s)

Most wine labels with a "torn edge" look just go with a die cut these days, but we wanted this one to be different. Thanks to some back and forth with our printer and everyone clinging to one sample that we found and liked, we were able to source this special pressure-sensitive label stock with a natural edge. Testing followed to get an accurate flood tint, proper trim since the edge varied by about a quarter-inch, foil stamp pressure and registration, and checking the adhesion. Overall a long process, but we're really happy with the result!”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

August 5, 2014


Filed Under

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

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Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

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Brand Nieuwe Conference / Ditto but in Amsterdam.

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