Description:

FINE WINE was either born from a deep-rooted passion for minimal intervention vino, or a somewhat hazy Friday afternoon where perhaps too much was consumed. You decide. Either way we wanted to create an artefact that embodied our studio, our interests and our values. One that could strengthen the relationship others have with our brand, to spark conversation, be gifted if the opportunity arose, or simply enjoyed mid-workshop with clients.

We wanted this project to cohesively showcase our love of typography, minimalism, collaboration, and mindful design choices. FINE WINE forms a physical example of a core belief that every detail is important. It explains the value of design, and highlights the ability for copywriting to progressively build connection and anticipation.

We called on good friend and client Hamish Young from MADA wines to create a field blend. The wine description you read is a direct reference to his production methodology, blending technique, timing and reasoning behind the blend itself. This story, along with the typography on the box provide elements at first hidden behind a structural layout that serve to progressively lighten the mood, yet deepen the bond between audience and artefact.

This project provides a paradoxical lens to help redefine our social perception of a ‘fine wine’. It checks its ego at the door, locks out the snooty wine snobs and challenges the notion that a fine wine needs to be from a generationally established producer and presented in a traditional manner.