Setting itself apart from your typical range of Marlborough Sauvignon Blanc or Central Otago Pinot Noir, Superfresh scoured the globe for unexpected varietals that consumers in our area of the world might not be familiar with, and from regions they may not have yet sampled. It was our task to communicate these fresh wine profiles through the brand and packaging.
Drawing inspiration from the perpetually fresh creations of Surrealist and Dada artists of the early 20th century we crafted surreal and at times absurd worlds for the labels, for each varietal incorporating tongue-in-cheek nods to the country of origin to add an element of surprise and discovery. In keeping with the imagery the typography we developed embodied considered chaos. It is intentionally inconsistent in placement across the range, in order to contrast the traditional approach evident in a large majority of other wine labels.