Inhouse 78 Organised Chaos
Creative DirectorArch MacDonnell
Design DirectorToby Curnow
Team MembersAlistair McCready, Arch MacDonnell, Toby Curnow
Pattern recognition. Independent Hawke’s Bay Winemaker and viticulturist Hayden Penny conceived Organised Chaos as a wine that celebrates the unpredictable aspects of nature, the seasons, and the journey of life. Sold mostly in boutique wine shops, on-premise and online, the project was unshackled from regular requirements for ’shelf presence’, name recognition, and regional name-checking, allowing freedom to focus on memorability. How would someone describe it to a friend?
Each label features one of a series of optical illusions, created from repetitions of a parallelogram, that go slightly out of control. Some of the patterns have a cartoon tv static quality while others are like some sort of insane op art. The design effectively has no front label. Brand name, varietal, year, and region pushed to one end of the wrap label and mandatories occupying the other. Labels are economically printed one colour plus finishing. The result was a deliberately oblique and ambiguous wine brand that aims to defy category tropes.