design thinking

Golding Portrait Series

Product branding for Golding's premium, single vineyard varietals.

The conceptual approach for the labels centres around telling the story of the Golding family history, profiling a different family member for each product.

The first two wines in the series – The Francis John Pinot Noir and Rocco Shiraz feature energetic pen sketches commissioned from South Australian artist Fleur Elise Noble. The drawing style was deliberately chosen as a conceptual link to the abstract works for the label graphics in the Single Vineyard Series which incorporate the geographic contours of each vineyard. The drawings for the Francis John and Rocco labels extends this contour concept whereby the linework reflects the characteristics and idiosyncrasies of the person.

 

For the release of the 2009 Marjorie Sparkling, in a conscious shift away from the previous labels in the range and in reverence for the celebratory nature of the Sparkling varietal, an 'abstract' portrait was developed which details the story of Grandmother Marjorie's wedding. Marjorie was a military nurse and an Australian war bride in a wedding that was rushed to accommodate the departure of her pilot beau back to the front line at the height of WW2. Through a collection of seemingly disparate elements and icons we aimed to create a richly detailed portrait of Marjorie, her life and her time. In line with the service theme the illustration is styled in the vein of a tattoo reflecting her story but also serves to provide clear market distinction. The branding references conventional visual cues to the major commercial sparkling branding but creates its own strongly individual position.

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