Tamar Ridge
For generations the Tamar River has been the source of discovery and inspiration. Today this sense of adventure and exploration can be experienced through the wines at Tamar Ridge. An equal measure of art and science, these wines are both graceful, and exciting… qualities that needed to come to life on label.
Experimentation meets elegance
The winemakers at Tamar Ridge are famously obsessed with Pinot Noir. This obsession is fueled by their place in Tasmania’s Tamar Valley—allowing them to make some of the most elegant and exciting Pinot Noir on earth.
A defining feature of their process is the distinctive blend of their winemaking style—effortlessly blending instinctive, traditional winemaking skills (the art), with experimental, bold winemaking innovation (the science). Our opportunity was to reflect the exceptionally high quality of their wine and capture the art and science of their winemaking expertise in a range of label designs for their highly regarded estate range.
A symbol of adventure and exploration
The iconic Tamar River is the lifeblood of the region and a potent symbol of the Tamar Valley itself. Here it acts as a powerful signifier, carving an elegant diagonal path through the centre of each label, representing the pioneering spirit that sits at the intersection of art and science.
Both art and science are equally represented through the newly developed brand system and label design. Elegant periodic table style elements house the vintage and varietal information of each spectacular wine within the range, while technical wine making detail—from topographic and geographic, to grape clone and harvest dates—feature prominently on the front of pack highlighting the brands commitment to the scientific precision of crafting great pinot.
We also created a series of abstract liquid-cloud imagery that evoked a sense of artistic beauty and scientific experimentation.
Created and captured in-house by dropping coloured liquid into water, these arresting stills and hypnotic film content have become key assets for the brand to convey the distinct alchemy created in a place famed for its discovery and pioneering attitude.
This design work has helped position Tamar Ridge as the leading Pinot specialists and world class creators of stories and experiences around pinot. This bold new approach has deepened consumer’s relationship with the category through premiumising their purchases and encouraging exploration and discovery within Pinot Noir and other varietals.
Scope:
- Brand Identity
- Packaging Design
- Brand Strategy
- Creative Direction
- Photography Art Direction
- Tone of Voice
- Photography
- Styling
- Animation
- Copy Writing
- Finished Art
- Brand Guidelines
The iconic Tamar River is the lifeblood of the region and a potent symbol of the Tamar Valley itself. Here it acts as a powerful signifier, carving an elegant diagonal path through the centre of each label, representing the pioneering spirit that sits at the intersection of art and science.
We created a series of abstract liquid-cloud imagery that evoked a sense of artistic beauty and scientific experimentation. Created and captured in-house by dropping coloured liquid into water, these arresting stills and hypnotic film content have become key assets for the brand to convey the distinct alchemy created in a place famed for its discovery and pioneering attitude.
Both art and science are equally represented through the newly developed brand system and label design—the TR seal being an integral component of this new language. Inspired by the elemental layout of the periodic table, this mark is a contemporary take on the traditional vineyard seal of excellence.
Project Collaborators:
Photographer – Jack Hawkins
Website Animator – Don Lim
Behind the scenes
