B A C K   B L O C K -  2019 Mount Avoca, Victoria

Wine Description :

Working with local growers, Back Block is a sumptuous blend of exquisite parcels of fruit from hidden vineyards “out the back”. One of the best vintages for many years as the cool summer resulted in a later harvest and the slower ripening, producing exquisite development and wonderfully intense flavours. A wonderfully complex Shiraz that drinks superbly now and will continue to improve for many years.

Client Brief :

Mount Avoca were seeking a totally new and exciting re-design for the "Back Block” series. Create an eye catching label that is an statement piece of art, that truly represents the heritage of the well established and recognised Mount Avoca brand. The new label must showcase their brand values in a contemporary and elegant manner but also embracing a modern feel, that looks prestigious and sophisticated. Whilst keeping in mind that the brand’s largest target market and demographic is the 25 - 55 years old customer base.

Design Solution :

Taking my inspiration from the long standing Mt.Avoca logo of the tree and the birds, that was used as the focal point of the previous “Back Block” label design, the first step was to develop a new and expansive logo, whist keeping it recognisable to existing customers. The end design solution were leaves that had fallen from the tree, slowly morphing and transforming into the birds, that fly up and away from the tree and into the sky, creating movement and expressing a sense of a spatial experience. It was absolutely imperative that I worked closely with the printer in order to find the best print solution that complimented the new look.

We decided that the new hero logo was to be printed with luscious hot gold foil, which looks stunning, especially contrasting with the rich black satin background. The selective red color palette and the main Back Block hero lettering in bright red has a high build gloss on top, which pops and shines in the light. All the elegant vector frames and borders were hand made and created in illustrator and finalised and assembled in photoshop, the pre-press finished was completed in illustrator, and a test print was provided by the printer to ensure print integrity. The artwork is a 100% unique Grafreak original production.

The re-design is modern and elegant and the result was truly beautiful.