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Black Rabbit Wines sits on Tasmania’s Tamar River and is named after a lone black rabbit seen roaming the vineyard. The phrase “I watch, I wait, I spy a black rabbit” inspired both the label’s namesake and its creative spark.
Each bottle reflects the land’s mystery, winemaking patience, and nature’s fleeting moments. For this single-varietal vineyard—eight vintages of Pinot Noir—each needed unique identities to avoid repetition without losing continuity using a set of custom rabbit illustrations, each showing the same lone black rabbit in different poses.
With each bottle, the rabbit changes, capturing a sense of vitality and play that mirrors the living character of the vineyard itself. The approach not only distinguishes each vintage at a glance but also tells an ongoing story, giving the label charm, energy, and a quiet nod to the spirit of place.
Label detail
- Producer – Black Rabbit Wines
- Varietal – Pinot Noir
- Region – Tamar Valley, Tasmania
- Designer – Demelza Rafferty
- Photographer – Jesse Hunniford
- Printing – Digital
- Substrate – PP Silver
- Embellishments – Soft Touch Laminate, Gloss Varnish