Best Classic Format Package Design
Devil(ish)
Devil(ish) Pinot Noir 2021 Tasmania
- Year wine was released to market: 2022
- Retail Price: $30 AUD
- Designed by: Denomination
- Designed for: Devil(ish)
Our client, Treasury Wine Estates, wanted to design a bold, new, impactful and unique brand for a new Tasmanian Pinot Noir that would be premium, sophisticated and yet with a distinctive and approachable personality. The designs needed to be disruptive and break the category norms for the $30 Pinot Noir category, and to reflect the small yet bold character of the Tasmanian devil. Importantly, the creation of this brand needed to consider the incorporation of an appropriate cause that the brand could affiliate with.
One of the key challenges was to create a sophisticated, premium brand that depicts the fighting spirit of the famous Tasmanian devil, but one that will put a smile on consumer’s faces.
The second was to recommend and then clearly communicate a cause related or purpose led message that supports the Tasmanian devil conservation and breeding program at the Tasmanian Zoo.
We named this brand Devil(ish) with the rationale that consumers shouldn’t be fooled by the name: these little devils might have a haunting howl, but they have a soft side too. We commissioned leading native fauna illustrator Marini Ferlazzo to illustrate the softer side of the devil, incorporating flora and fauna from Tasmania into the devil’s coat. The brand’s support of the Tasmania Zoo’s “Creating a habitat for Tasmanian Devils” was featured on both front and back labels, with the Tasmania Zoo logo featuring prominently.
In order to ensure the wine not only had shelf standout but premium cues too, the branding, leaves and typography is treated in a bright warm gold foil reversed out of a deep grey blue, complementing the natural colours of this cool climate region, and differentiating the label from its (mainly white) competitors.
This brand was only launched in May 2022 so sales data is not yet available.
