Pie In The Sky

Whether you are an occasional quaffer or a serious oenophile you will have, no doubt, made a purchase based on the wine label design.

With wine labels being such a point of focus during the consumer’s decision process we seized the opportunity to create a label design with huge shelf shout and cut-through for this range of cool climate wines exclusively for the US market. With more than 900 million gallons of wine consumed each year in the US, this brand needed a personality that would get it noticed. We worked with New Zealand artist Gerad Taylor to create these hyperreal illustrations. The wines fruit flavours are captured perfectly by the juicy pie illustrations while the mountains in the background are a nod to their regions. The packaging design with its combination of playful typography coupled with the illustrations give this brand a unique and quirky style with a bold and confident personality gregarious enough to be selected.


Identity Design  |  Packaging Design  |  3D Rendering  |  Illustration  |  Production Management


Client: Nugan Estate  |  Illustration: Gerad Taylor