BEST LUXURY PACKAGE DESIGN
Hanging Rock 2009 Reserve Heathcote Shiraz
Hanging Rock Reserve Heathcote Shiraz forms the top of the luxury tiers in the brands livery. It is made from 2009 vintage 'Athol's Vineyard' Heathcote Shiraz by winemaker Robert Ellis, only released in small quantities in exceptional years. Athols vineyard was planted by Athol Guy of The Seekers fame in the early 80s and he has remained a close part of the family brand ever since.
- Year wine was released to market: 2021
- Retail Price: $105 AUD
- Designed by: Keith Smith from Studiosmith
- Designed for: Hanging Rock
Forming part of a complete design refresh in 2021 for Hanging Rock Winery by Studiosmith, Hanging Rock 2009 Reserve Heathcote Shiraz is the top tier luxury wine for the brand (along with the famous 'Macedon' sparkling wines), representing the trailblazing role of founder John Ellis in developing Heathcote as an iconic Shiraz region. Positioned at the super premium tier price point, Hanging Rock Reserve Heathcote Shiraz continues the winery's proud heritage of winemaking involvement in Heathcote region.
As the paramount still wine in the Hanging Rock range, the Reserve Heathcote Shiraz redesign needed to reflect a more sophisticated and ultra premium positioning than the current label - to reflect the $105 price point. It also had to be considered as part of the entire brand wine range redesign to clearly signify and differentiate from the other tiers. Most importantly this Reserve range had to communicate the new brand positioning based on a sense of place as identity - to achieve better visibility, desirability and recognition, confirming the brands status as one of the pioneers of cool climate wine in Australia.
The new label design features a return to the original inspiration for the brand in the early 1980s, which was an abstract interpretation (originally designed by Brian Sadgrove) of the nearby namesake and legendary natural feature Hanging Rock. The 'Hanging Rock' device now stands again as a highly visible mnemonic incorporating the undulating shape into the darkly seductive black label. A fusion of classic and contemporary typography completes the new contemporary look and feel. This was all about re-establishing a uniques sense of ownership and place for the brand, designed to flow through the entire brand range. Premium uncoated stock selection helped to create a tactile contrast to the key gold foil brand elements, which glow out of the dark background.
The result is a beautiful blend of past and present, staying true to the brand heritage while presenting a new modern and sophisticated presence for Hanging Rock Winery overall. The Reserve tier now combines authority, intrigue and elegance creating a sense of anticipation for the powerful wine. Instant and clear recognition of the relationship between the new Hanging Rock label and the rock itself is immediately obvious to visitors to the cellar door enjoying the wine and the view across the Hesket Valley to the Macedon Ranges massif.
