Wine label range
Each label is a visually stylised scene from the Big Rock Wines estate depicting that year’s infamous event or milestone. A recurring motif — the eponymous ‘big rock’ — is somewhere in the picture.
On the back label, a short anecdote explains the front label’s image and together they tell the brand story of the winemaker.
All seven bottles side-by-side showing the seven wine label designs.
Long-term design strategy
When placed alongside each other, all labels appear like they were designed together but the entire range, and each execution, was designed label by label, year by year, over an 11-year period from 2004–2015.  
Crows’ Reserve
It was an underwhelming (and humorous) start to the winemaker’s journey — where most of the vineyard was attacked by crows before harvesting — that set the tone for all subsequent designs. 
Front label design.
The story (taken from the back label)
In a country cursed by extreme weather conditions, this year’s cruel drought has paradoxically created ideal growing conditions at Big Rock Wines.
The result has been grapes of tantalising quality — a sweet gift our local crow population found too delicious to ignore. The murder dined on 90% of the vineyard before our yearly harvest could commence.
We’re honoured by Mother Nature’s enthusiastic — if somewhat destructive — endorsement. And we’re grateful that Her bird life saved the best of the crop for human consumption.
Empty Nest
Front label design.
The story (taken from the back label)
The gobbling of last year’s grapes by local crows forced us to take improved defensive measures — protective netting over the entire vineyard. 
As a result, 2004 has been a bittersweet year at Big Rock Wines. On one hand, our human residents were rewarded by a plentiful harvest, creating this light and sweet tasting red.
But the bird life fared poorly. With their major food source now out of reach, these feathery opportunists have had to move elsewhere for a free feed.
If only they could have taken a few bottles with them. 
Front label design.
The story (taken from the back label)
Those who think winemaking isn’t dirty work never visited Big Rock Wines this year.
We’ve been busy laying down many foundations for the future: a dedicated cellar; guest accommodation; and most excitingly, another smooth, sweet and light tasting red from the little vineyard with the big name. 
We love making improvements to our wine. And whether this takes “another two weeks” (as our builders keep saying), or many more years, we look forward to delivering.
Cabby Hole
Front label design.
The story (taken from the back label)
Big Rock Wines now has a big hole in it — a Cabby Hole — our fantastic new underground cellar, stacked high with Big Rock Wines Cabernet Sauvignon.
It’s a dark, cool and inviting cave, ideally suited for the storage and maturation of our wines and a place to retire with friends for a glass or two of Big Rock’s smooth, sweet and light tasting red.
And there’s even more exciting developments planned for the future. One might say things are really looking up.
Front label design.
The story (taken from the back label)
They say if you really love something: set it free.
This year at Big Rock Wines, we took this advice literally. We uprooted and disposed of every second vine.
The added room in the vineyard allowed each remaining plant to flourish, doubling the annual harvest’s volume of sweet and light tasting red. It was a counter-intuitive yet divine result for lovers of Big Rock Wines everywhere. 
Less truly is more.
Front label design.
The story (taken from the back label)
At the end of a busy day nurturing the vines, there’s nothing quite as relaxing as sitting on the deck, overlooking the vineyard at Big Rock Wines and enjoying the peace and tranquility — unless you also have a glass of Serenity on hand, to accompany the view.
Serenity is our favourite light- to medium-bodied Cabernet Sauvignon — an easy-drinking wine with a soft pallet.
It’s the perfect choice for a late-afternoon drink with Mother Nature … or for sharing quiet times with good friends.  
Front label design.
The story (taken from the back label)
This year at Big Rock Wines, we started looking at wine in a very different way — from the Treehouse.
The Treehouse is our latest addition — a guest house perched high upon the hills, offering visitors magnificent views across the valley and down over the entire Big Rock Wines estate.
Treehouse is also the namesake for our latest light- to medium-bodied Cabernet — an easy-drinking wine with a soft pallet.
Now you can sit back and enjoy some Treehouse, while sitting back enjoying the Treehouse.
Want to know more?
We can discuss this project in more detail and help you create your own product range.

View another design project

Financial literacy infographic design
An entertaining insight into the financial strains that Fido and Felix can place upon unsuspecting pet-loving Australians.
Award-winning design
Booklet design for Tourism Australia
How do you market Australia to the world? This booklet design introduced ambassadors and influencers to our nation’s brand.
Newsletter design for Qantas employees
This newsletter had to follow restrictive internal brand guidelines yet still achieved visual distinctiveness for the unit.
Award-winning design
Booklet design and training manual
A flexible design merged this company’s marketing promotion, technique textbook and coursework booklet into one solution.
Award-winning design
Newspaper design for Qantas employees
A five-year contract designing ‘Qantas News’ — Qantas’s flagship newspaper and employee-community publication.
Award-winning design
Annual report design for government
How do you portray complaints as something positive? As this annual report design demonstrated: quite happily.
Product launch campaign for Qantas
Workplace changes can be hard. This awareness campaign emphasised the benefits for workers, not the corporation.
Award-winning design
Booklet design for Qantas employees
Qantas’s impressive brand story, history, culture and values feature in this guidebook for onboarding of new employees.
Award-winning design
Label designs for water range
With a complex proposition to communicate, this water also needed a unique design to stand out in a cluttered category.
Award-winning design
Suite of brochures for designer products
These brochures were a balancing act between aspirational imagery and a need for detailed technical information.
Award-winning design