BEST LUXURY PACKAGE DESIGN
Hanging Rock 2018 Jim Jim Pinot Noir
Limited edition, estate grown, single vineyard Pinot Noir form Hanging Rock Jim Jim vineyard - grown on the slopes of Mt Jim at Hanging Rock in the Macedon Ranges. The label forms part of the overall brand refresh by Studiosmith in 2021
- Year wine was released to market: 2021
- Retail Price: $60 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 Estate Range Jim Jim Pinot Noir is a standout ambassador for the brand, representing the trailblazing role of founder John Ellis in developing the Macedon Ranges wine region, the coldest wine growing site on Mainland Australia. The new brand livery features a return to the original inspiration for the winery label design - which was about celebrating the magic of Hanging Rock as a place
As the epitome of the Hanging Rock Estate Range, the Jim Jim Pinot Noir redesign needed to reflect a more sophisticated and ultra premium positioning than the current label - to reflect the $60 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 Estate 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 label design is based on recapturing the spirit of the original founding look from the early 1980s - featuring an abstracted expression of namesake and iconic natural wonder 'Hanging Rock,' whilst also presenting a new considered and contemporary look and feel. The die-cut curved 'Rock' graphic forms both the central mnemonic and distinctive white background within the label shape, supported by a combination of classic and modern typography. Layering of the 'Rock' graphic device as a background element within the label design adds subtlety, depth and richness. These techniques are all about building visual identity - re-establishing a unique sense of ownership and place for the brand, designed to flow through the entire brand range.
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 Estate range tier now combines a sense of pristine quality and elegance creating a special sense of anticipation for the opulent 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.
