The General Shiraz wine label & packaging
A bold new direction for a Vinomofo Collaboration Series wine.
Six years since bursting on the scene in 2012 The General, formally known as Art of War, was ready for a fresh look to go with the new maker and I was tasked with the challenge.
After putting together a reverse brief I decided that there was a clear direction: move away from the ‘War’ in Art of War, and back to the 'Art' – the craftsmanship. This wine label needed to convey the dynamism and structure of this beautiful Barossa shiraz.
So I set about exploring different concepts for The General through mood boards. There was a clear winner, and that concept was one that I had nicknamed 'Bold'. The key for this label was a representation of Art as Life, with the design principles reflecting those of the Bauhaus style. It drew on all of my years of experience, with poster design styling at the fore.
Meet The General. An idea, an art form, and the very essence of the Barossa craft.
___
Designed at Vinomofo
My role: Art Direction, Graphic Design, Package Design, Product Styling
Photography: Malin Alfredsson
Copywriting: Chris Coffey
This project was a lot of fun and afforded me the opportunity to have complete autonomy and support to realize my vision. Once I was satisfied that I had captured the wine's dynamism and given a high level of care and attention to every element of the label, I was able to direct my focus to the marketing of The General.
