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The Pemberton region in Western Australia is notoriously difficult to grow grapes in, however winemaker Larry Cherubino believes that this enables him to produce wines of exceptional character and quality. Denomination’s brief was to deliver a premium, truly disruptive, creative brand that communicates the philosophy of this wine and region. It needed to be endorsed by the Cherubino brand but be clearly differentiated within its portfolio.
Great ideas often come from simply listening. During our briefing, Larry spoke of his winemaking philosophy: “on the fringes is where you get the greatest reward”. And that became the genesis of the idea: creative winemaking pushed to the outer limits.
This quote, hand-written by him, sits at the very bottom edge of the label. The tension of the negative space of the empty label draws the eye to the quote which is partially torn through, emphasising its extreme and unusual positioning. Using unique label printing technology, MCC Perth’s team has individually torn each label to reflect the handmade nature of the wine.
Cotone Bianco paper was chosen for its tactile, natural, sustainable and premium nature, and its performance during the tearing procedure. Apart from blue ink, no other embellishments were required in order to be as sustainable as the wine itself, reflecting the pared-back simplicity of hands-off winemaking.
Label details:
- Producer – Cherubino Wines
- Region – Pemberton
- Varietals – Chardonnay
- Designer – Denomination
- Printing – Digital
- Substrate – Cotone Bianco
- Embellishments – Torn Edge effect
