12,000 Miles : Wine Labels
Brief
Beautiful Wairarapa winery, Gladstone Vineyard, was established in 1986 and has been operated by Christine and David Kernohan since 1996. Both born in Glasgow, Scotland, they emigrated to New Zealand nearly 30 years ago. Chief Winemaker, Christine, saw an opportunity in the market for a prestige range of easy drinking wines to compliment their established award-winning Gladstone Vineyard brand. The young and sophisticated target market would require a brand that was confident and classy. The name they decided on, ’12,000 Miles’, referred to the distance between Scotland and New Zealand, and heralded a modern and restrained approach to the design.
Design Solution
Focusing on the story behind the name, an historic luggage tag from Christine and David’s initial 12,000 mile trip to New Zealand aptly became the concept behind the brand. The simplicity of the luggage tag on the front of the bottles was a bold move away from the more traditional style of the Gladstone Vineyard labels.
The printing required intense attention to detail to achieve a top quality finish. Hoop Labels, Auckland, utilised both CMYK and spot colour printing, various sealers, a die cut and emboss to produce the finished label.
Outcome
The three wines in the 12,000 Miles range look fantastic on the shelf and consumer response has been overwhelmingly positive.
