Best Classic Format Package Design

Fernfield Wines The Wayward Girl

Photo: Scott and Rebecca Barr of Fernfield Wines (left) and designer Amy Herman  (right) with the ‘Wayward Girl’ painting


The Wayward Girl is inspired by the cottage at Fernfield Wines’ cellar door. Built in 1856, the cottage was used as a home for ‘wayward’ city girls. Each vintage, Fernfield aim to commission a different artist to produce an interpretation of a wayward girl. This year’s artist was graphic designer and painter Amy Herman.


“We loved the idea of using paintings for the wine label,” said co-owner Rebecca Barr. “The painting idea really goes well with the old-fashioned nature of the cottage [and] the history of the cottage.


“I love the way that Amy has aligned everything…with the sepia tone of the painting reflecting the history of the cottage.”

From brand colours that tie in with the cellar door scenery to reoccurring emblems of vines and fern fronds, Barr says it is the “little elements that bring everything together”. Even the bottle cap carries the fern emblem.


The Wayward Girl is a wine intended to be an introduction to Fernfield’s range, and Barr said that the painting, which now hangs in the cellar door, is a reflection of the wine itself. “It’s a welcoming wine, and I find the picture really quite welcoming and approachable.”


Selling direct to customer granted Fernfield the freedom to evolve the label often.


“That’s a really good advantage for us, because we can change our label each vintage if we want to,” said Barr.


The Wayward Girl label highlights their connection to the wine region, which Barr acknowledges is integral to their brand.

“A lot of people are choosing to buy it as gifts, because it has that nice picture, and it has that Eden Valley story to it.”