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Founded in 1886, Angove Family Winemakers (AFW) is a 5th generation, family owned winery with a dedication to making premium wines across South Australia, with a particular focus on the McLaren Vale region.
At the beginning of 2016, AFW embarked on an 18-month long journey of building a new brand for their McLaren Vale offering. The objective and challenge at hand was to create something that captured the unique heritage of the Angove family, whilst also updating the design language of their labels for the beginning of a new era of wine-making focused on McLaren Vale.
Working alongside brand strategist Matt Jones, who helped the Angoves define the brand strategy and positioning they were seeking for their new McLaren Vale offering, our role was to create a visual brand language and design system that to bring Angove McLaren Vale to life. Our scope of work included:
- Brand strategy and positioning- Development of the master brand- Design of various brand assets and icons- Building a brand photographic library - Designing labels for a new series of McLaren Vale wines – AMV-X- Re-designing labels for the existing Family Crest series of McLaren Vale wines- Applying the new brand across a series of collateral and digital assets including: brand playbook, brochure, website and business cards.
Our process started with the labels themselves. And our task was two-fold: First, to refresh the already successful Crest range of wines (from Family Crest through to the Medhyk) and give their labels the finesse and timeless elegance these classic McLaren Vale wines deserve. And second, to create a completely new range of wines called AMV-X, reflective of Richard Angove's passion for exploring new varietals, blends and techniques.
In approaching the Crest wines, our intent was to modernise the range, but in a way that was completely respectful to the brand’s heritage. We began by restoring and modernised the crest graphic from its original form, so it could remain the icon of this premium range.
There are eleven wines that bear the family's crest, each with its own unique story. We really wanted to make sure that their individualism was reflected, so we introduced a secondary design language into each labels as a way of visually expressing those stories.
The Medhyk Old Vine Shiraz is the pinnacle Angove wine, and honours Dr Angove, the first generation of Angoves to come to Australia and make wine. The label features a subtle black cross, representing both the Cornish flag (Angove is an old Cornish family name) and of course the symbol for a doctor.
The labels for the Singles feature individual graphic maps highlighting the vineyards where grapes were sourced. And the Warboys label features a graphic overview of Angove’s signature McLaren Vale vineyard.
And finally, the Family Crest wines borrow the chevron from the crest, positioned in a way that points directly to a series of 5 dots within the AMV logo. A reference to the 5 generations of Angoves.
By contrast with these timelessly classical Crest wine labels, our approach to the AMV-X labels needed to express the experimental and forward-thinking drive behind the range as well as the fresh and progressive identity of the whole McLaren Vale wine region.
So, we created a design system, defined by a vivid colour palette and graphic patterns all inspired by the natural tones, textures and shapes of McLaren Vale’s unique geography and climate. So our label designs played with abstract representations of rays of sunlight, fish scales, vineyard rows and sandstone layers.
The master Angove McLaren Vale brand and visual language was built from our approach to the AMV-X range with particular focus on capturing the micro detail of the features of McLaren which is reflected in our brand photography.
Our clients are thrilled with the final results of their new Angove McLaren Vale brand and label family. They have seen strong sales of the new AMV-X wines which they attribute to the new brand and packaging design, which has tapped into a new, edgier market segment. And there is much anticipation, both domestically and in export markets, about the upcoming release of the new Crest series, which has already received critical acclaim, recently named as ‘Label of the Week’ by Australia’s Wine Business Magazine.