BEST LUXURY PACKAGE DESIGN
Lowestoft Tasmania
With a focus on producing luxury and icon Burgundy-style wines, Lowestoft Tasmania represents the absolute pinnacle of Tasmanian winemaking. The still wines consist of two varietals: Pinot Noir and Chardonnay. The first release includes three Pinot Noirs: Lowestoft Pinot Noir, a blend of the best barrels from select vineyards including Lowestoft; Lowestoft Single Vineyard Pinot Noir, from a single block, small vineyard on the east coast; and Lowestoft La Maison Pinot Noir, produced from 100% Lowestoft fruit. The Chardonnay is produced from the best barrels of selected growers’ fruit but over time will also include the best fruit from our Strelley Farm and Gilling Brook vineyards.
- Year wine was released to market: 2021
- Retail Price: $130 AUD
- Designed by: Denomination
- Designed for: Lowestoft Wine
Lowestoft Tasmania, a range of luxury and super-premium wines, has been several years in the making. In 2019, Fogarty Family Wines acquired the Lowestoft vineyard looking to produce consistent and outstanding quality fruit, and super-premium wines that represent the absolute pinnacle of Tasmanian winemaking.
Like the precision taken in the vineyard and winemaking, the process for creating the packaging has been delicately thought out. Every element from the gift boxes, font selection and colour choices reflect the truly luxurious nature of the Lowestoft brand.
Prior to Lowestoft, the Fogarty family only used their family crest when referring to the wine group as a whole, not on an individual brand. The idea to incorporate the crest raised a little concern as some thought it might not come across luxurious enough or translate well on a wine label. There was also immense pressure for the packaging to pay homage and be a tribute to the family name.
As well as being uber-premium, the family wanted something that felt hand-crafted and complementary to both Tasmania and the historic Lowestoft homestead built circa 1850.
Scale of bottle and label was also very important. The super-premium nature of the brand meant if scale was off this could cheapen the design including impact of the crest being lost, or weight / size of bottle to label ratio.
The brand also comprises three ranges or tiers; Lowestoft, Lowestoft Single Vineyard and Lowestoft La Maison. The ranges had to be differentiated, particularly the La Maison as this is the most premium range from the brand.
All Lowestoft bottles and boxes feature the Fogarty family crest but as re-drawn in methodical detail by an illustrator who designed for Petrus and Harrod’s in London. The crest is true to the family name but is a more considered version that translates on a wine label, including incredible line-work detail to create more depth and truly elevate the crest.
Formal Gold embossing is juxtaposed against a vibrant blue shield making this crest the absolute feature of the design.
Every bottle of Lowestoft wine is individually numbered reflecting the small volumes and prestige nature of the wine.
Custom fonts were used to give a more luxurious and personalised feel as well as add some traditional elements to reflect the history of the brand.
The colourway for the La Maison labels was selected in a spectacular navy Jade Raster paper to reflect the luxurious and super-premium nature of the range. The Lowestoft and Single Vineyard ranges are printed on a textured Cotone Bianco with a tear at the bottom creating a handcrafted yet sophisticated feel.
All bottles were chosen for their dense weight and large panel area allowing the crest to sit large and prominent.
A yellow stelvin sits proud on the Lowestoft and Single Vineyard ranges to add a modern twist and striking shelf appeal, the La Maison stelvin is perfectly matched to the label in navy.
Lowestoft represents absolute focus and dedication from the vineyard to the bottle to the packaging. This is a brand that through all touch points respects heritage of land and family history. Lowestoft has utilised luxury cues both graphically and through language and created something truly unique and luxurious.
The Lowestoft wines, in their first vintage release, have won three trophies and seven gold medals.
"Lowestoft, is Tasmania’s most exciting new label this year.”
HALLIDAY WINE COMPANION 2022
