Introducing Paxton’s latest series of wines ‘Queen of the Hive’. The series, starting with a McLaren Vale Shiraz, needed a bold and youthful package that still ties into the existing Paxton portfolio.
A clean and minimalist approach was pursued. Emphasising Paxton’s Organic and Biodynamic bee roundel; proudly sitting upon honeycomb pattern-work. Finished in black and gold ink on uncoated stock. Primarily created for the good folk at Vinomofo, so the design warranted a lively spark from the get-go.
Initiated by Adelaide Fuel, ‘77 South’ was created as a sub-brand exclusive to the new Caltex service station in Normanville, South Australia. Well away from the big city life; the site is marked at 77kms south of Adelaide. The concept takes inspiration from America’s famous Route 66, specifically the stencils sprayed on the asphalt.
Built to service locals and holiday goers passing by, 77 South prides itself on offering the best local fresh produce. The overall brand experience sits worlds apart from the usual service station stigma. The interior fit-out benefits from extra attention to detail - bespoke neons, letter-boards, pendant lighting, laser-cut signage and premium finishings. The interior also features its own cafe area - provoking the customer rest and recharge before continuing their road trip, or to stay for a coffee whilst popping in for the newspaper. Again, a strong point-of-difference within an industry of fast customer turn-over and lack of rapport.
Project scope: Name Generation / Branding / Signage / Marketing Collateral / Photography / Advertising
Family owned, small-batch wines from McLaren Vale. Railroad's property backs onto an old train line that once saw locomotives puffing through the McLaren Vale vines (closed in 1969 and now a walking trail / bike track).
The branding and labels are inspired by eye-catching vintage train tickets. An ode to the yesteryear.
Scope: Identity / Packaging / Copywriting / Property Signage
The Cordelia; a special series of premium red wines, named after the winery owner's daughter. The design grounds itself around Art Deco influences; being that Cordelia was a popular name of that era.
Featuring copper foils, textured paper and a classic yet modern colour palette. Finished with a wax dipped closure and indivually hand-written bottle numbers, 'The Cordelia' is one of a kind.
Sashiko Series; the playful foundation and introduction into Sew & Sew Wines. A fresh balance between youthful and punchy. Positioned at an accessible price bracket, these wines are ready to be enjoyed here and now.
In tune with Sew & Sew's established brand style of decorative stitch-work, this range needed to be a true reflection of the brand with a fresh spin. ‘Sashiko’ meaning “little stabs” is a traditional Japanese form of decorative reinforcement stitching. The style happened to fit perfectly within the brand parameters. The structured pattern-work and bold alternating colours hit the mark for Sew & Sew's entry range.
Mullygrub started in 2014 as McLaren Vale’s very own food truck, ran by well-seasoned chef Sean Mullholland. Offering no specific genre of food – but instead, a forever-changing range of fine grub. The identity boasts a kaleidoscope of chaotically layered fresh produce to enhance the concept. Thus, promoting the experimental food offerings without pigeonholing the menu.
Due to the success of the food truck, Mullygrub took the leap to open a permanent cafe in McLaren Vale. I was commissioned to direct the exterior and interior fit-out design; creating a new experience within the brand parameters set for the food truck.
The result was a natural light-filled and engaging atmosphere that has strong point-of-difference within the local cafe scene.
The food truck still runs for privately booked events to this day. When it’s not out and about, you can spot it parked proudly at the rear of the cafe.
Scope: Identity / Copywriting / Truck Signage / Website / Stationary / Advertising / Uniform / Cafe Fit-Out Design / Signage Design
Cafe address: 114 Main Road, McLaren Vale SA 5171
An explorative collection of wines purely dedicated to producing the lesser-known alternate European grape varietals. Altero’s branding was moulded with European appeal specifically for the Australian market. A clean but confident design was implemented with a custom flourish centrepiece - inspired by Moroccan tiles. An earthy colour palette alternates on the labels within the range.
Scope: Branding / Packaging / Copywriting
Farmilo — A self-branded premium series of wines by Mike Farmilo; former winemaker of Penfolds Grange and twice winner of the prestigious Jimmy Watson Trophy.
Exclusive small batch McLaren Vale Shiraz housed in heavy-gauge bottles with cork & copper wax closures. Branding was inspired by the Farmilo family crest with Northern Italian origins. Embellished with premium finishings - premium label stock + copper foil + sculpture emboss + blind high-build varnish.
Colab and Bloom is a collaboration of McLaren Vale wine industry veterans who’ve banded together to create expressive and easy-drinking wines.
The branding features clean and captivating typography paired with intricately detailed illustrations of vines and blooms. A depiction of a successful final product 'in bloom'. Illustration created by McLaren Vale-based @mcmurtrie_illustrations; a collaboration from all angles.
Scope: Name Generation / Package Design + Production Management / Website Design.
Beaches is a family-owned surf apparel retail chain in Adelaide’s south. Their identity was completely refreshed; creating point of difference in the market place. The brief was to build a premium, reputable and memorable brand identity that evokes consumer interest & confidence.
Bold simplicity was paramount in the execution of the identity and its roll out. The sand castle logo-mark was created to instil the beach theme whilst being gutsy enough as a stand-alone brand element. The colour-scheme was chosen to speak to both genders and all ages. Store frontages feature LED signage, complimented by premium matte black Alucobond panelling.
Scope: Identity / Signage / Stationary / Promotional / Uniform / Website
In order for Monterra to reposition itself on the market and open new doors for distributors, a brand overhaul was the clear solution.
A new logo-type was created with a complimentary logo-mark representing the elevated terrain in which Monterra's estate vineyards are located. Plenty of textured negative space and clean-cut typography helped achieve a premium reposition with a punchy look.
Scope: Identity / Packaging / Social Media Management
Bio Fit - a training studio in Adelaide's South, offering an evolved approach to exercise via scientific knowledge and a strong focus on each of their clientele.
The brand identity reflects their 3 part approach (physical, chemical and psychological) - through a multiplexed triangular logo-mark. Finished with clean typography and a monochromatic palette.
Address: 58A Beach Road, Christies Beach SA 5165
Scope: Identity / Signage Direction
Monterra Wines required a simple representation for their Reserve McLaren Vale Shiraz and McLaren Vale Cabernet; becoming the wise older brothers in the Monterra family.
Retaining a consistent brand look - but adding clean differentiation within the family to their white label siblings. Printed on heavy grade premium paper ‘Spicers Cotone Bianco’ and sporting additional gold foils.
Allura Wealth specialise in financial planning and mortgaging; servicing all ages but primarily the 25-40 age bracket. To coincide with a new office and expansion of the business, Allura required a rebrand that spoke a clearer message to their market.
A stylised logo-mark featuring a triangular (Trillion Cut) diamond was built to emulate wealth, and a desire for growth. It also subtly represents an ’A’ for Allura. Simplified brand messaging and word-play was also introduced to bring a youthful characteristic to the company.
Scope: Identity / Copywriting / Signage / Stationary
Shottesbrooke’s head winemaker, Hamish Maguire felt the urge to produce a range of wines slightly left of field; somewhat of a creative outlet. It was only fitting that we ran with this notion and birthed a range of equally curious packaging.
The Engine Room is a pure product of imagination and a willingness to be different; creations from pondered moments, pressing times and late nights. Based on the theory that great wine doesn’t just create itself; it’s the inspirations; the state of mind; the process. The branding’s intention is to represent these notions – making you appreciate every single cog that turned in its process.
Each label features a different array of illustrations, abstractly representing the wine itself. The rest of the branding is quite understated to allow the illustrations to shine. The constant element within the brand’s artwork is the gentleman at the top (Hamish) smoking his pipe – depicting his focused moments that bring the wine that is before you.
Scope: Identity / Packaging / Copywriting
Brand identity for Red Windows Capital - a McLaren Vale based finance firm connecting customers with wine barrels and winemaking equipment.
The logo-mark represents the customer's requirements achieved through the firm's foresight and target. This is accompanied by a modern serif typeface with a stencilled finish - a nod to wine barrel stencilling.
Business cards executed with red foil and digital print on duplexed Ball & Doggett Colorplan Real Smoke and White Frost.
Scope: Identity / Stationary
Shottesbrooke Wines required a new look for an exclusive line sitting outside their usual brand parameters. The aim was to achieve a unique look under the brand but still keep within their existing wine-label theme (abstract representations of bird’s-eye-view vineyards). So we took to higher skies with a more abstract ‘satellite’s-eye-view’ representation. The artwork was achieved through a marbled ink painting, representing the differentiated formations of wine region. Bright and lively in it’s package whilst housing a ‘drink now’ fruit-forward wine; the Expression Series has proved to be a well performing entry level product for the Shottesbrooke folio.
Scope: Name Generation / Identity / Packaging / Artwork
Brand design and roll-out management for McLaren Vale's 'Gorgeous Festival'. The concept (evolved around an oasis of all things ‘gorgeous’), was applied to a vast variety of promotional channels in the lead up to the festival.
This particular Gorgeous Festival was the most successful year to date – with over 4000 tickets sold.
Scope: Identity / Advertisements / Signage / Program / Website Skin
Identity and business card design for film production co, Moonship; known for their emotion-evoking and transporting film style. The identity’s custom-built typeface was inspired by 1960’s space race minimalist posters.
The circular cut business cards were intended to represent the moon itself; but also add wow-factor in client interactions.
For nearly 3 decades the McLaren Vale Sea & Vines Festival has ran as an iconic collaboration of events spread throughout the region on June’s long weekend. It’s a celebration of local wine, produce and the talented producers behind it all.
In 2015 + 16, I was commissioned to direct and manage the rebrand of the festival with the aim to target a broader spectrum of audiences and to better portray what the McLaren Vale region can offer. The branding represents the playful array of attractions from an aerial perspective – emphasising the vast number of events Sea & Vines has to offer within the one convenient region. Whilst also portraying McLaren Vale’s unique proximity to the sea.
Scope: Identity / Program / Advertising / Signage
Connor Sparrow (1906 — 1994); a name synonymous with McLaren Vale’s premium grape-growing history. Connor once owned the property now occupied by ’Connor’s Farm’ wines.
The label’s sparrow feather is a visual representation of his name living on - ”As feathers live on in drifting winds, so too does his name.”
Despite branding and rebranding many businesses of the years, it was actually pretty confronting to rebrand myself. ‘Your own worst critic’ scenario blended with questions about my future direction.
Nonetheless, job done - The logo concept puts emphasis the letters ‘ID’, representing brand identity elevation / point of difference. Since releasing the rebrand, the confidence and momentum that has come of it has been so refreshing to experience personally.