Australian wine label design. A new brand with links to a nostalgic past.
The wine label design for Hippie was created by Australian packaging design agency Percept.
Vinpro Wines had a range of five modern varietals that they wanted to release under the name Hippie which formed the basis of the creative brief which encouraged fun, psychedelic colour and retro style visual clichés.
We enjoy wine label design in the first place, but this was a particularly cool project to work on!
The use of colourful vector shapes influenced by patterns and designs of the 60s and 70s ties the range together as a set, then we created an icon to represent each varietal based on the Hippie theme.
A hand-drawn logotype was also designed to encapsulate the free spirit of the brand.
Bright pink caps help grab the attention of the customer in-store with the carton design also adding to the shelf shout as they are often displayed in this fashion in a retail situation.
The outlandish flare is also balanced by subtle embellishments that allude to the finer things in life such as the thin pin-stripe and the spot UV varnish. These details helped the labels pick up a bronze medal at the Printing Industry Craftsmanship Awards.
It’s also worth noting that the juice on the inside is pretty groovy too. A high quality range of wines that, at the time of writing this, had just won the first medal of what we think will be a large collection of Hippie bling!