Australian design studio Voice understands the language and currency of good wine.
By Kay Maxfield
Wine is a cultural product. It has a currency on the dining table and reflects a sense of sophistication and occasion.
Adelaide design studio Voice understands the power of perception and knows how hard a wine label needs to work in order to capture consumers’ attention, working with some of the best winemakers in South Australia, the largest wine-producing region in the country.
Hugh Hamilton Wines, Saint & Scholar and Tapi are among the studio’s ‘founder-led’ clientele. Hugh and Mary Hamilton sell roughly 80 per cent of their wines directly to consumers, which has given Voice the opportunity to engage with the brand’s loyal following, and the freedom to create what Scott Carslake, Voice’s co-founder, calls ‘intimate experiences.’ This has included front labels with no information or typography of any kind, one of which is a mesmerising silver-on-black geometric pattern.
‘Fedrigoni has excellent paper for the projects we work on. The tactility and weight of their paper is crucial when working on premium labels. To see the detail and feel the texture is integral to the consumer experience.’
Organic winemaker Mark Kenneally’s wine Tapi is named after Tapuae-o-Uenuku, the highest peak in the northeast of New Zealand’s South Island.
“Taking a bottle of wine to any social occasion represents our personal identity and how we want others to view us.”Scott Carslake
The range sells exclusively online, Tapi’s label features a multi-coloured mountain; each facet of which has a different pattern; wine varieties are distinguished by differing tonal skies. While customers do not have the chance to hold the bottle before making the purchase, ‘the tactility is just as important, as the experience must transfer from the online appearance to a tactile label in the consumer’s hands’, says Carslake.
For Saint & Scholar, Voice took a different approach. The elements take inspiration from art in the late-1960s and early 70s, but Saint & Scholar is intended to appeal to a sophisticated millennial consumer.
Carslake says, ‘Taking a bottle of wine to any social occasion represents our personal identity and how we want others to view us. Walking into a restaurant with an excellent bottle of wine with great packaging is the same. It gets noticed, we can talk about it and feel proud to share it!’