A NOVEL VINTAGE

CLIENT
Harlequin Books

ROLE
Creative Direction

SCOPE
Brand Extension
Packaging Design

CREDITS
Design: Tara Scarcello
Copywriting: Sally Smallwood

CONTEXT
Vintages by Harlequin extended one of the world's most recognizable romance publishing brands into an entirely new category. Built on the natural affinity between reading and wine, the concept leveraged Harlequin's relationship with its audience to create a new product experience.

STRATEGY
Harlequin's iconic book covers have played a defining role in building brand identity and recognition. Drawing on this rich visual heritage, the packaging repurposed original cover art and titles, transforming familiar imagery into a distinctive collection of wine labels designed to stand out in a crowded retail environment.

SOLUTION
Each varietal was given its own romantic narrative, with tasting notes written in the style of a Harlequin novel. The result was a playful yet strategically grounded brand extension that brought Harlequin's storytelling tradition beyond the printed page.

Vintage by Charlou logo in red with decorative filigree accents.
A wine label titled 'Pardon My Body,' featuring a retro pin-up style woman with dark hair, wearing a white shirt and red sash, posed against a blue background with yellow text. The label indicates it is a red wine blend, specifically Cabernet Sauvignon, produced in California in 2013 with 13.5% alcohol content.
A wine label titled 'Pardon My Body,' featuring a retro pin-up style woman with dark hair, wearing a white shirt and red sash, posed against a blue background with yellow text. The label indicates it is a red wine blend, specifically Cabernet Sauvignon, produced in California in 2013 with 13.5% alcohol content.
Back label of a Chardonnay wine bottle featuring a vintage-style design with the text "I'd had my fill of pretty blondes, but this one was different." A colorful illustrated woman with blonde hair in a retro style is on the front label, and the label includes the text "Substitute for Love." The side label mentions the wine is from California, vintage 2013, with 13.5% alcohol volume, 750 ml bottle size, and a barcode.
Back label of a Chardonnay wine bottle featuring a vintage-style design with the text "I'd had my fill of pretty blondes, but this one was different." A colorful illustrated woman with blonde hair in a retro style is on the front label, and the label includes the text "Substitute for Love." The side label mentions the wine is from California, vintage 2013, with 13.5% alcohol volume, 750 ml bottle size, and a barcode.

Select Works

Business card with Proprint logo and contact information, featuring purple and white colors and circular design elements.
Four smartphones displaying the Pivt app, with colorful and abstract backgrounds, showcasing features like connecting with friends and scheduling meetups.

PROPRINT

PIVT