Best Classic Format Package Design

Beyond the Wilderness Rose

Known for their world-class pinot noirs, Tasmania is now doing the same with their rosés and this is a classic example of the standard that is being set. This aromatic and vibrant cool climate Pinot Rose is crafted from premium hand-picked Pinot Noir grapes. It displays perfumed aromas of fresh picked strawberries and rose petals with generous red berry fruit flavours delivered seamlessly across the palate. A wine perfect for those warmer days, match it with Mediterranean flavours such as olives, anchovies, garlic, and hard cheeses.

Design Challenges
Explore the untouched wilderness of Tasmania and the remarkable land which is producing remarkable wines…but also conveys this through contemporary and irreverent packaging and the mystery around the extinct Tasmanian devil
Design Solution
Utilise a unique diecut in the shape of binoculars to allow the consumer to explore "Beyond the Wilderness" to the extinct Tasmanian devil which is printed on the inside of the back label which is visible through the binoculars of the clear liquid…surprise and delight for the customer!
Design Impact
The minimalistic label on an uncoated stock with the unique diecut has instant shelf standout.

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