The project was started in mid-2016 by brothers and co-owners Michael and Philip Taberer, who drove the process throughout with input from various experts in the field.
The new livery sees the brand name taking centre stage with the wine information conveyed clearly and simply. The prominent horse icon commemorates the important Thoroughbred Stud business side of the Estate.
“We did a lot of research and it’s amazing how much work needs to be done to create clear communication and simplicity. I feel we’ve accomplished a great look, which highlights our brand and quality positioning,” says Michael Taberer.
“The distinctive diamond shaped label will stand out amongst the crowd and we hope that it will soon become iconic for the Avontuur Estate wine brand,” Philip added.
Designers “The Mark Studio” comments on their creative thinking; “If we had to summarize the process into one word it would be ‘refining'. It was taking from what the current labels had and modernizing it, giving the elements a bit more breathing room on the label. We also increased the real estate of the label as the previous labels were visually too small for the bottle.”
The rich history in equine breeding was unique and therefore it was leveraged and showcased. Hence the iconography of the race horse, its proud pose and that it is foiled.
“The goal of the label was to appeal to both new and established wine drinkers. The foil colour was changed from gold to copper as it felt more approachable, whilst still holding classic wine cues,” the design team concluded.
After the Pinot Noir/Chardonnay 2016, the Cabernet/Merlot 2014 and Cabernet Sauvignon 2013 will follow.