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This label conveys a bold and impactful message: Stoney transcends the realm of ordinary wines. As a result, the rock representing this concept assumes an extraordinary form.
Stoney faced a significant challenge: the product’s exceptional quality was being undermined by its lacklustre, generic, and outdated ‘prison wine’ label. It required a transformative touch, a visual enhancement that would effortlessly embody the essence of ‘Stoney’ while harmonising with its esteemed sibling brand, Domaine A.
Each varietal shows an image of a rock sourced from the vineyard site, ‘split’ to reveal its exceptional interior. This design embodies Stoney’s newfound confidence and the remarkable nature of the product, leaving a lasting impression and elevating its shelf appeal in retail spaces. Complementing the matte and debossed texture of the stone images, bespoke foil colours were meticulously crafted to provide a striking visual contrast.
The packaging, designed by Demelza Rafferty, won the Packaging Production award in the Print category of the Diemen Awards. The Awards recognise and celebrate the best commercial work in Tasmania across digital, design, advertising & communications and print. It also received a Distinction in the 2023 AGDA Design Awards, where the Australian Graphic Design Association recognises the best work in Australia across a wide range of disciplines.
Label details:
- Producer – Domaine A
- Region – Coal River Valley, Tasmania
- Varietals – Pinot Noir, Cabernet Sauvignon
- Designer – Demelza Rafferty
- Photographer – Jesse Hunniford
- Printing – Digital Offset
- Substrate – Verdure Harvest Ultra
- Embellishments – Foil, Deboss, Spot Gloss Varnish





