BEST CLASSIC FORMAT PACKAGE DESIGN
The MANG
The MANG is a premium blend of Peerick’s finest hand picked Merlot, Cabernet Sauvignon, Shiraz and Cabernet Franc grapes – culminating in an explosive and elegant red wine.
- Year wine was released to market: 2020
- Retail Price: $39.95AUD
- Designed by: The Starship
- Designed for: Peerick
A name derived from the client's vineyard’s Warrenmang home, The MANG is a premium blend of Peerick’s finest hand picked Merlot, Cabernet Sauvignon, Shiraz and Cabernet Franc grapes – culminating in an explosive and elegant red wine. Merlot and Cabernet dominate, making the MANG intense in flavour. It’s a bold companion to hearty dishes and richly celebrates the client's connection to the land.
The Australian Pyrenees shares its name with the range that divides France and Spain, and like that part of the world, is a prime wine-growing region. The romantic vistas contain microclimates great for producing elegant, premium wines, just like the MANG. The client's focus is on excellence with minimal intervention. Their goal to create outstanding, premium, fruit driven, hand crafted wines, which express the distinctive flavours of our vineyard and which people want to drink. World-class wines produced sustainably, mindful of the environment and consumers health.
The MANG's label celebrates the Pyrenees region and the gorgeous landscape within the client's vineyard, using pared back photography to highlight the dramatic nature of the vista. Subtle Indigenous artwork runs across the background and the cap, commissioned from Dja Dja Wurrung artist Gary Saunders.
The client's wines need to be a reflection of the place from which they were sourced. There is a need to emphasise the client's connection with the land and respect for the original indigenous custodians, as well as celebrate the land from which the wine is grown – and highlight the Pyrenees region in Victoria as a wine-growing area.
The MANG is a stand-alone brand within the Peerick umbrella, though it was riskier to have to build a new sub-brand with a distinctive name. The client asked for a brand that would encapsulate the nature of the product: a powerful, explosive but elegant blend of varietals that have depth of flavour, targeted at older professionals.
Red blends similar to the MANG are a popular, often luxury market, with its consumers interested in big, fruit-rich, deep-flavoured wines. The label not only had to look contemporary and striking, it had to appear premium, as well as reflect the client's love of the Pyrenees region.
Featuring commissioned art from Dja Dja Wurrung artist Gary Saunders across part of the background of the label and the cap, the label utilises black and white photography, displaying the Pyrenees region to full dramatic effect, creating a sense of intrigue and mystery.
Reminiscent of fashion photography and arthouse cinema, the label's photography and elegant serif branding elicits a premium look and feel, while preserving a contemporary yet lushly earthy feel to the label. An image with a gnarled, upward-twisting tree was chosen so as to hint at the client's commitment to biodiversity and sustainability in their wine-growing practices.
The label's dramatic photography is striking on a shelf among other premium red blends of its type, highlighting the place of origin that gave the MANG its name. The MANG has become one of Peerick's flagship wines, aimed at the growing red blend market both domestically and internationally.
