In early 2015 Lerida Estate on the Federal Highway at Lake George tasked Sydney design agency Denomination with updating their branding (and most importantly their wine labels) to bring it in line with both the quality of the vineyard and wines as well as the contemporary nature of the winery.
The owners of the Estate, Jim Lumbers and Anne Caine, asked that they labels reflect the essence of the estate, and be both noticeable and memorable.
The designers came up with 5 concepts, and after extensive consultations with their own staff and some staff of their key customers, the one chosen by Jim and Anne was a graphic representation of their Glenn Murcutt winery which incorporated the memorable lines of Glenn’s trademark corrugated steel water tanks and the initials ‘LE’. Another feature incorporated into the label was the exact red colour of another Murcutt feature in their cellar door, their red fireplace.
Glenn Murcutt is one of Australia’s most famous architects, and during the construction of the Lerida Estate winery, Glenn was awarded the Pritzker Prize – the ‘Nobel Prize’ for architecture.
All of Lerida’s packaging was also redesigned to incorporate the new branding.
The new labels were first used on Lerida Estate’s 2015 vintage wines. All subsequent vintages will use the new labels.
Overwhelmingly the new labels and branding generally have had a very positive response from customers – both at the cellar door and wholesale customers – particularly in Sydney.
Recently at the 2016 Harpers Wine & Spirits Design Awards in London, not only did the new design pick up an award in the Best Wine Category, but Denomination was awarded Best Wine Trophy, Best Sparkling Trophy and Best Soft Drink Trophy for their label designs.
Denomination, with offices in both Sydney and London, was also awarded Design Agency of the Year award after receiving the most number of Gold, Silver or Bronze awards. Harpers Wine & Spirit has been the must-read publication for the UK wine and spirits trade for the past 135 years, with their Design Awards recognising recently launched, redesigned or well-established designs within the industry.
The best thing about the new branding however is that Jim and Anne really love it, and are now even prouder to promote their stunning wines.