This was a once-in-a-lifetime opportunity to take stock of a fascinating brand story and produce new intellectual property for one of Australia’s most extraordinary vineyards.
General Manager, Jonathan O’Neill and Sales Manager, Tony Worthington knew what was at stake and were present and active in every discussion. We understood why. After all, these are the oldest vines in the Clare Valley, established by the Society of Jesus in 1851. But the history in these wines go far, far deeper, back to 1521 when the future founder of the Jesuits, Ignatius Loyola, was gravely wounded in a battle with the French. While recovering from his injuries, and reading about the work of Saints, he experienced a conversion and founded the Society of Jesus where, like many religious orders at the time, they were instrumental in the worldwide development of wine (Dom Pérignon anyone?). Knowing it was his loyal followers who sailed the seas over to Adelaide and planted these very vines made for a very special proposition.
Some 60 years ago, the Jesuits knew there was an opportunity to expand into the commercial wine market with the purpose to grow income and fund Jesuit missions and activities. However, to be a real contender in the commercial wine market today, Sevenhill knew serious change had to happen.
The journey of these wines began 170 years ago when Sevenhill was founded and the first vines planted. Each bottle features a screen printed journey line that takes our audience all the way back to 1851, then brings them back to the present moment, to the vintage they are holding in their hand.
Combining two technologies (paper labels/bottle screen printing) on each bottle was the technical challenge. The labels had to be applied with precision so the journey line would start and end in the perfect position. This was achieved with extensive R&D with various paper stocks, ink profiles and application speeds.
- Agency/Creative: Voice
- Article Title: Voice Creates Wine Range Packaging for One of Australia’s Most Extraordinary Vineyards
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: Voice/Adelaide
- Market Region: Global
- Project Deliverables: Brand Rejuvenation, Brand Tone of Voice, Copywriting, Graphic Design, Label Design, Packaging Design, Photography Styling
- Format: Bottle
- Substrate: Glass
- Industry: Food/Beverage
- Keywords: Wine Packaging, Branding, Strategy, Wine Label Design
Creative Directors: Anthony De Leo, Scott Carslake
Designers: Candice Papagiannis, Anthony De Leo
Copywriter: James Rickard
Printer: MCC Adelaide
Screen Printing: Glassprint