The label design for Pepperjack wines is elegant with a quirky twist (literally). What The Collective did with the existing design to integrate a new collection called Graded into the range, impressed the judges at the Drinks Business Awards in London, and won the studio the award for Best Design & Packaging.
The Pepperjack Graded Collection consists of two Shiraz wines, each made to pair perfectly with a specific cut of steak, Scotch fillet or porterhouse. It’s a wine with a quirky point of difference.
The Collective’s brief was to ensure that the new wine looked like an integral part of the Pepperjack brand, which is largely identified through its cream label applied at an angle on the bottle. The new collection also had to stand on its own merits. So the job was to design a label that was as distinctive as – and also complemented – the core brand’s cream label.
The studio opted to use the angled label in a new way – to make it extend all the way around and up the bottle. Each label was designed specifically for the appropriate cut of steak, with detailed information about both the cut and the wine written in its copy. The distinctive Pepperjack label angle and cream brand colour unite the two tiers while the detailed foiling and extraordinary label form elevates Graded as a very special offering.
The label gave both design and logistic challenges. To machine label a bottle like Pepperjack’s requires new thinking.
“The client and their production team were so excited by the concept they bent over backwards to make it happen on their bottling line,” The Collective stated. “It is by far the largest label ever applied at Treasury Wine Estates or produced by printers Collotype Labels.”
Pepperjack brand director, George Samios, said the Graded Collection label design has, “paved the way in terms of innovation in packaging for wine.”
“The reception to the Pepperjack Graded Collection packaging has been overwhelmingly positive internally and from trade and consumers alike,” he added.
The Pepperjack Graded Collection is currently available at Salter’s Kitchen at Saltram Winery in the Barossa Valley. Treasury Wines intend to roll it out across the on-premise channel later in the year.
This was Collotype's second win for the month. It also won Best in Group: The Marketing/End-Uses Group, for De Bortoli Wines' La Bohème at FINAT.
