When a New Zealand winery decided to woo a younger hipster market, it approached Sydney-based design agency The Creative Method for help.
The winery wanted a fun but high quality label that would act as a strong talking point for younger UK consumers – where it was marketing the wine.
The Creative Method team conducted research on the town the vineyard is located – Blenheim in Marlborough, New Zealand.
They found Blenheim used to be called Beavertown due to the number of times it would flood in the winter months. This name provided the platform for the look and feel of the label.
The hand-lettered typography was based on old signage from the early days, and the label was printed on a real wooden label.
This reinforced quality and authenticity while also driving the idea harder, according to The Creative Method.
