The Design of New Zealand Organic Wine, Energised, Expressed and Illustrated


Voice - Tapi

"Tapi is a small New Zealand organic wine brand that sells exclusively through the online retailer Naked Wines. Tapi required a label with visual presence, memorability and cut through within a competitive online space that presented the wine as modern and boutique, appealing to a younger online audience.

‘Tapi’ or Tapuae-o-Uenuku, is a mountain overlooking the Marlborough wine region that’s name translates from Māori as ‘Footprint of the rainbow’.

The bright illustration of Mt Tapi takes the rainbow as its inspiration, with each varietal shifting in palette for differentiation. The expressive and textural nature of the illustration reflects the 100% organic wine within.

The resultant label aims to maximize visual presence within the online retail space and appeal to a younger, more adventurous wine-drinking audience."


Design Agency: Voice
Brand / Project Name: Tapi
Location: Australia
Market Country: Multiple Countries
Market Region: Global
Project Type: Agency Commercial / Published
Project Category: Wine
Packaging Format: Bottle
Substrate / Material: Glass