No Need To Wine About Design

Claymore Wines

It has been a while since I posted any new graphic design that I have stumbled upon, which I thought was great and worth sharing. It’s not that I haven’t seen any, just not found the time to post. Now, though, I have something for you.

One interesting area of the internet age is the revelation that certain products or brands have supporters in previously unknown areas. Sometimes this can spectacularly backfire when online advertisers either misunderstand the data or choose to go ahead on an I’ll advised media campaign anyway. It’s not unusual to see poorly planned adverts standing out like a sore thumb on websites where they would not usually appear.

However, if used well this understanding of a wider and more diverse target market can instead open new avenues and opportunities. For example it seems counter intuitive to pair up Australian wine with the UK punk scene, underground music from New York in the early 70s and Liverpool FC; but it works.

The founder of Australian wine company, Claymore, spent a great deal of his younger life in the UK and this has lead to an unusual range of wines being developed from his vineyards. He has a passion for what he calls timeless music and Liverpool FC which has made the naming and marketing of his wines a little off the beaten track.

How do I know all this? At a recent Leigh Sports Village networking event I got chatting to Dougie, owner of Parallel Wines about some great wine label graphic design, on some bottles he’d bought along.

Claymore Wines

The imagery, type styles and design work do not follow ‘normal’ labels for wine, especially Australian wine which often uses native artworks, or traditional building or landscape illustrations. The ‘punk’ vibe stood out and caught me eye. I was reminded of the same feeling from Punk Dog Brewery branding, slightly ‘in your face’, slightly different and not what is expected.

The bottles I singled out are for ‘You’ll Never Walk Alone’, ‘Walk On The Wild Side’ and ‘London Calling’. It is the last of these three which really bucks the trend for wine labels and throws down the gauntlet to other wine producers to ask, “who drinks my wine, and what inspires them?” as it stands out on table and shelf.

Among other wines in the range, other than those I snapped, are: Purple Rain, The Joshua Tree, Nirvana, and Whole Lotta Love. It’s been great to stumble across some different and clever design work for an industry which can be somewhat staid and old fashioned.

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