Moppity Vineyards "Lock & Key"
Moppity Vineyards is a premium Australian wine producer that comenced operation in 2004. Our vineyard is in the Hilltops region of NSW; a small, little recognised region that is rapidly emerging a source of some of Australia's truly great wines. In 2006 we made a wine that won a major award at the London International Wine Competition in 2008, which has been followed by a string of other awards. In the last 12 months, we've been the subject of increasing trade focus and media praise. The 2010 edition of The Big Red Wine Book stated that Moppity Vineyards is "a rising star of top-end Australian wine". Our range of wines varies in price from $50 to $10.
Our wines are made for premium wine consumers. We are targeting the top echelon; educated wine drinkers who aren't afraid to try something new.
The new brand is called "Lock & Key" in reference to my 2nd fleet convict lineage and is a tribute to humble beginnings. This name should be the focus.
The label needs to be fresh and contemporary. Avoid using stereotypes such as grape vines, wine glasses, grape bunches etc. You need to strike a balance between creating a strong unique identity while remaining understated and simple. Should appear expensive/premium.
Front label guidelines:
Abstract image/icon/logo, strong and simple
Must appear expensive, premium, high-quality
“Lock & Key” (main focus)
“Hilltops” above “2008 Shiraz”
“Moppity Vineyards” (or current MV logo) as minor focus (check http://www.moppity.com.au/wines.htm)
Fine print: 750ml, Wine of Australia, 14.5% alc
Use die cut, gold foil or any other print “tricks” you think may add value
Back label needs:
"Lock & Key", 2008 Shiraz space for barcode and tasting notes technical information.
There are 6 wines in the range: Shiraz, Cabernet Sauvignon, Rose, Chardonnay, Sauvignon Blanc and Riesling. The label needs to accommodate all bottle shapes (burgundy is quite short) and varietal names ("Sauvignon Blanc Semillon" is the longest).