Minimal Intervention, Maximum Character — an Eponymous Range by the Hardy Named Ox
Chad Holman - Ox Hardy
Andrew Hardy is one of Australia’s most respected and influential wine industry leaders. A fifth-generation winemaker, he is the great-great grandson of Thomas Hardy, the ‘Father of the South Australian Wine Industry’, and his family’s Upper Tintara Vineyard - including a 2.54-hectare block of Ancestor Vines planted by Thomas Hardy in 1891 - is one of Australia’s most important viticultural assets.
1891 Ancestor Vines and the Upper Tintara Vineyard
When Thomas Hardy purchased the Upper Tintara vineyard in McLaren Vale in 1871 it heralded the foundation of one of Australia’s greatest winemaking dynasties. It expanded quickly under his custodianship and today, still owned by the Hardy family, consists of approximately 45 hectares of vines, including the Ancestor Vine Shiraz, millennium Shiraz plantings, Cabernet Sauvignon and Cabernet Franc.
The last remaining 2.54-hectare block of Ancestor Vines still produces exceptionally high-quality fruit. Referred to as ‘Bob’s selection’ after Andrew’s father, cuttings from these grandfather vines have been borrowed by neighbours over time, to plant some of the most celebrated vineyards in the district. Unlike other vines of similar age, they still appear youthful and produce yields comparable to much younger vines.
Andrew’s enduring childhood nickname ‘Ox’ gives this label its name.
Andrew's engaging manner, penchant for pink shirts and old British sports cars, namely his 1954 Austin Healey, has been captured by the bold applications of branding and colour palette. The subtle blind embossed secondary device a testament to the family's regional connection and the cyclical influences of each growing season, captured by this winemaker's minimalist approach.
Design Agency Name: Chad Holman
Organisation/Project Type: Agency, Published Commercial Design
Article Title: Minimal Intervention, Maximum Character — an Eponymous Range by the Hardy Named Ox
Brand / Project Name: Ox Hardy
External Design Credits: Designer: Chad Holman, Photography: Andrew Beveridge
Production Credits : Printer: CCL Label , Paper Stock: Spicers Cotone Bianco
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Naming
Design Deliverables: Consumer Branding, Consumer Brand Identity, Consumer Graphic Packaging Design
Market Country: Australia
Market Region: Oceania
Project Category: Wine
Consumer Packaging Format: Bottle
Consumer Substrate / Material: Glass, Wood, Pulp Paper