Angove McLaren Vale
A fifth-generation family owned and operated winery, Angove McLaren Vale is a highly-focused and uniquely McLaren Vale family of wines, all defined by their place and craft. Meeting new consumer expectations required a brand refresh and repositioning that captured the unique heritage of the Angove family, whilst also updating the design language of their labels for the beginning of a new era of wine-making.
A new era for Angove McLaren Vale
At the beginning of 2016, Angove embarked on an 18-month long journey of building a new brand for their McLaren Vale offering. The objective and challenge were to create something that captured the unique heritage of the Angove family, whilst updating the design language of their labels for the beginning of a new era of wine-making focused on McLaren Vale. This included refreshing the already successful Crest range of wines to give their labels the finesse and timeless elegance these classic McLaren Vale wines deserve.
5 generations young
In approaching the Crest wines, our intent was to modernise the range, but in a way that was completely respectful to the brand’s heritage. We began by restoring and renovating the crest graphic from its original form, so it could remain the icon of this premium range.
There are eleven wines that bear the family's crest, each with its own unique story. We really wanted to make sure that their individualism was reflected, so we introduced a secondary design language into each label as a way of visually expressing those stories.
Along with updating the already successful Crest range of wines—giving their labels the finesse and timeless elegance these classic McLaren Vale wines deserve—a new brand was created for a completely new range of wines called AMV-X, reflective of Richard Angove's passion for exploring new varietals, blends and techniques. Inspired by the natural tones, textures and shapes of McLaren Vale’s unique geography and climate, this new design system breaks convention through its vivid colour palette and use of dynamic graphic patterns.
Telling family stories through design
The AMV brand was built from scratch however it incorporates small symbolic references to the family’s rich history. At the head of the AMV identity is the pick & shovel, a graphic pulled from their family crest – once a reference to the Angoves mining heritage back in Cornwell England, now a symbol of 'hard work’ and their commitment to the craft of wine-making. The identity is anchored by 5 dots representing the 5 generations of Angove winemakers in Australia. The 5th dot is unfilled, representing the future opportunities and youthful ambition of this new generation of Angove.
The Medhyk Old Vine Shiraz is the pinnacle Angove wine, and honours Dr Angove, the first generation of Angoves to come to Australia and make wine. The label features a subtle black cross, representing both the Cornish flag (Angove is an old Cornish family name) and of course the symbol for a doctor.
The labels for the Singles feature individual graphic maps highlighting the vineyards where grapes were sourced. And the Warboys label features a graphic overview of Angove’s signature McLaren Vale vineyard.
Finally, the Family Crest wines borrow the chevron from the crest, positioned in a way that points directly to a series of 5 dots within the AMV logo. A reference to the 5 generations of Angoves.
Scope:
- Packaging Design
- Brand Identity
- Brand Strategy
- Creative Direction
- Naming
- Photography Art Direction
- Photography
- Illustration
- Tone of Voice
- Copy Writing
- Finished Art
- Brand Guidelines
- Management & Production
The AMV brand was built from scratch however it incorporates small symbolic references to the family’s rich history. At the head of the AMV identity is the pick & shovel, a graphic pulled from their family crest – once a reference to the Angoves mining heritage back in Cornwell England, now a symbol of 'hard work’ and their commitment to the craft of wine-making. The identity is anchored by 5 dots representing the 5 generations of Angove winemakers in Australia. The 5th dot is unfilled, representing the future opportunities and youthful ambition of this new generation of Angove.
In approaching the Crest wines, our intent was to modernise the range, but in a way that was completely respectful to the brand’s heritage. We began by restoring and renovating the crest graphic from its original form, so it could remain the icon of this premium range.
The Singles (a series of estate wines) features individualised graphic maps highlighting the vineyards from which the grapes were sourced, while the Warboys label features a graphic overview of Angove’s signature McLaren Vale vineyard.
The Medhyk Old Vine Shiraz is the pinnacle Angove wine, and honours Dr Angove, the first generation of Angoves to come to Australia and make wine. The label features a subtle black cross, representing both the Cornish flag (Angove is an old Cornish family name) and of course the symbol for a doctor.
A new brand was created for a completely new range of wines called AMV-X, reflective of Richard Angove's passion for exploring new varietals, blends and techniques. Inspired by the natural tones, textures and shapes of McLaren Vale’s unique geography and climate, this new design system breaks convention through its vivid colour palette and use of dynamic graphic patterns.
