Label Narrative
Telling the story through pictures
Good wine has to do more than look and taste good - it needs to tell a story. A story that people have empathy with, a story that intrigues and evokes emotions.
From the outset of the project, I had a strong vision of what elements I wanted on the label. I wanted there to be personal elements - such as the fishing and the cars that my father and i shared so much time enjoying. Then there is the indigenous fellow walking through the landscape - a nod to the original Australian forefathers. Then there is the old vines the size of trees and the leaves fluttering off, turning into butterflies - an allusion to Greek mythology in which butterflies are the symbol of souls departing this earth.
Ultimately, each detail may be lost of many, but the overall image is striking, the eclectic feel suggests an individual, artisan approach which reflects our approach to winemaking.
I'm indebted to Mark Doherty of Elmbank Creative
for undertaking the painful task of getting inside my head!
