Inhouse 78 Maude
Creative DirectorArch MacDonnell
Design DirectorToby Curnow
Team MembersAlistair McCready, Arch MacDonnell, Toby Curnow
Celebrated winery, Maude, is a little obsessive about Pinot Noir. They make six of them — single-vineyard expressions of site and terroir. In the case of Kids Block, they make a pinot from just six rows, high on their precipitous Wanaka vineyard.
Two wines are branded under the Maude moniker; the other four low-yield wines represent different sites within the Central Otago region. The wines are all 'made by Maude' but each has a distinctive name; Kids Block, Poison Creek, East Meets West, Mohawk Hill.
The design approach celebrates these names and illustrates them with a common graphical device; a single silver line; crossed, repeated, and dissected, representing the names in the most minimal way possible.