BEST PACKAGE SERIES DESIGN
Hanging Rock Reserve and Flagship Heathcote Shiraz, Estate Range Jim Jim Chardonnay and Pinot Noir
New packaging for the Luxury tiers in the Hanging Rock Winery range, Reserve Heathcote Shiraz, Heathcote Shiraz, Estate Range Jim Jim Chardonnay and Pinot Noir
- Year wine was released to market: 2021
- Retail Price: $105 AUD
- Designed by: Keith Smith from Studiosmith
- Designed for: Hanging Rock
A complete strategic review and brand redesign of the Hanging Rock Winery was undertaken by Studiosmith in 2021. Working closely with the Ellis family Studiosmith redefined the brand positioning which resulted in a complete reworking of the brand visual identity, rolling out to all tiers in the extensive range. It was an ideal opportunity to consider all aspects of the brand and labels as a total package creating a clear differentiated approach from the top luxury tiers through to entry level regional Victoria range - a collection of at least 5 different price points.
The brand look and feel had become fragmented over time changing from the original design by Brian Sadgrove in the 80s and evolving to a more conservative decorative style which had lost some of the earlier charm and distinctiveness. Ranging across 5 different tiers the brand had also lost focus and visual cohesiveness and in some ways did not reflect the quality of wine and the uniqueness of the location in the Macedon Ranges.
It was decided to get back to the spirit of the original label design which captured the essence of the namesake and famous Australian site 'Hanging Rock - reintroducing the abstracted 'rock' icon as the key mnemonic symbol. This device forms both the central motif and background label shape, supported by a combination of elegant and modern typography to present a highly recognisable and distinctive brand look. This was all about re-establishing a uniques sense of ownership and place for the brand, designed to flow through the entire brand range from Luxury to entry level.
The new design system has brought the brand tiers together as cohesive group - creating a renewed sense of quality, sophistication and identity while clearly differentiating price points. Each tier is strongly 'Hanging Rock' at appropriate levels using print embellishment, label and bottle shape and design.
