Creating a Sense of Exclusivity, Sophistication and Desirability

Creating a Sense of Exclusivity, Sophistication and Desirability / World Brand Design Society

Voice - Hugh Hamilton Wines

Hugh Hamilton required a label for their Black Sheep Club— an exclusive member only wine. This wine is not available to the general public and only for sale to Black Sheep Club Members. The packaging had to convey a sense of exclusivity and, importantly, stand out at cellar door as an incentive for visitors to join the club.

The label incorporates established Hugh Hamilton brand elements—The Black Sheep and HH Pattern, and presents them in a unique round label format designed to differentiate the product within the broader Hugh Hamilton portfolio and stand out at cellar door. Members Exclusive and Black Sheep Club messaging is paired with ornate foiling on luxury paper to reinforce the wines exclusivity and desirability.

Creating a Sense of Exclusivity, Sophistication and Desirability / World Brand Design Society
Creating a Sense of Exclusivity, Sophistication and Desirability / World Brand Design Society
Creating a Sense of Exclusivity, Sophistication and Desirability / World Brand Design Society

Design Agency Name: Voice
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Creating a Sense of Exclusivity, Sophistication and Desirability
Brand / Project Name: Hugh Hamilton Wines, Members Only
Production Credits : Printer: Multi-Color Adelaide, Australia
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Product Brand Architecture
Design Deliverables: Consumer Graphic Packaging Design
Location: Australia
Market Region: Multiple Regions
Project Category: Wine
Consumer Packaging Format: Bottle
Consumer Substrate / Material: Glass