The brief was to design a wine label range that spoke directly to a younger, trendy demographic, with a particular focus on 20–30-year-old female wine drinkers. This meant developing a concept that was not only bold and visually engaging but also instantly photogenic, something that would stand out in-store, feel fresh and modern, and shareable on social media. For the client, this collection represented a pivotal shift in direction, their first deliberate move into the world of alternative label design. Up until now, their wines had been positioned toward an older audience within Australia and marketed primarily through exports overseas. However, they recognised the opportunity to tap into a younger crowd, one that values aesthetics, experiences, and the social aspect of wine as much as taste. I hoped to strike the perfect balance between youthful appeal and brand integrity, ensuring the design captured the attention of this new audience while maintaining Signature Wine’s established reputation for quality and sophistication. 

To fulfil this brief, I began with a deep dive into market research, exploring what was currently “on trend” within the wine and lifestyle sectors, while also identifying timeless design cues that would ensure the label remained relevant for years to come. I analysed competitor offerings, searching for gaps and opportunities to create something both fresh and distinctive, something that would catch the eye, feel aspirational, and yet remain approachable to the target audience.

The creative direction focused on simplicity with impact, a design that was visually captivating, recognisably unique, and harmonious with the wine’s character, while standing confidently apart from competitors. This was achieved through a carefully considered combination of vibrant, contemporary colour palettes, a bespoke dieline that enhanced shelf presence, and the refined shimmer of silver foil detailing. Every design choice was underpinned by a commitment to quality, working closely with printers to source a premium, textured stock that elevated the tactile experience and reinforced Signature Wines established reputation.

Through collaborative discussions with the client, we made a bold decision to remove the wine variety from the front label, allowing the  design to take centre stage. This minimal-text approach not only amplified the visual impact but also served a strategic brand purpose, making the wine instantly recognisable by its label alone. The result is a design that resonates with the younger female demographic while retaining the sophistication and premium positioning of the Signature Wines brand.

This project represents more than just a label design, it’s a strategic brand pivot. It marks the client’s first step into alternative label design, targeting a younger, style-conscious audience without compromising their premium reputation. Designed by a 20 year old female for 20 year old females, the concept authentically captures the tastes, habits, and social culture of its intended audience. Serving as both a marketing tool and the introduction to a bold new range, the Kaleidoscope collection was intended to promote itself, through young female wine drinkers photographing the bottle and sharing it on social media platforms. The design strategically balances impact and sophistication, creating a visually striking label that advertises the brand organically, capturing attention and fostering recognition without relying on aggressive or offensive marketing tactics. It’s a thoughtful, modern approach that positions Signature Wines as relevant, approachable, and memorable for a new audience.