T H E A R T I S T - 2019 Mount Avoca, Victoria
Wine Description :
The Artist, Mount Avoca, Shiraz, is a brand new range for the winery, and is a tribute both to the artistry of the winemaker and history of our region. This exciting new Shiraz truly captures the uniqueness of the Pyrenees, enhanced by a real sense of crafting something special. We believe this wine is a true example of the winemakers “art” and a great example of what Victorian wine is all about.
Client Brief :
This new label design needs to reflect the name of the wine “The Artist”, and the artistry that goes into planting, growing, harvesting and eventually through the “artistry” of winemaking itself.
Design Solution :
Liaising with Mt.Avoca’s Mattew Barry, we discussed how best to present the new look as the design needed to be a piece of art in its own right, beautiful and luscious and to achieve this result we decided to print the label on silver foil. After sketching out the front label by hand, every squirl, squiggle, cartouche and shape on the front was lovingly hand tooled into vector art using a Wacom. Constantly refining and reworking the label to create a classically harmonious layout. To contrast this delicate vector process, I decided that for the design to truly reflect a brand called “The Artist”, it had to be unique in every aspect, I reignited my art brushes to paint an 100% original piece of non digital art.
The hand painted art was then scanned and the hand tooled vector art was exported and assembled in photoshop. There was considerable amount of thought that went into the final prepress finished art, before all of the above could be implemented, I discussed various finishes, embellishments and other print options with my printer in order to create the best result possible. For example, the hand made “cartouche” above and below the hero headline “ The Artist” has a slight amount of graduating ink over it, allowing enough of the silver foil underneath to shimmer through.
The final label print on the foil included a white base, CMYK, high build gloss and a matt laminate. To make the high build gloss pop even more, we printed this last. The Artist is an easily recognisable and memorable piece of art and is now a great new addition to the long established and award winning Mt.Avoca winery, and it will easily draw in crucial new customers to ensure repeat business, which guarantees success.
After the initial release re-orders went up by 250%. The final printed label achieved a gorgeous and stunning result, and will be a great conversation piece at any dinner party.
