I'm looking for a new label for our most popular product, Cambrian Rise Heathcote Shiraz. This product is the cheapest of 3 Heathcote Shiraz's that we make but still retails for $30 per bottle in Australia.
The product is called Cambrian Rise because of the soil in the Heathcote region, which is Cambrian soil, some of the oldest soil on the planet.
Our owner John is considered one of the pioneers of Heathcote Shiraz. Over the years we have won 3 trophies and 55 gold medals over 19 vintages for these wines and they are rated some of the very best in the region (if not the state).
In terms of how this wine fits into our portfolio, we have 2 Heathcote Shiraz's that are made from our own vineyard in the region and are our flagship products called: Heathcote Shiraz (RRP$75) and Heathcote Shiraz Reserve (RRP$105). This wine (Cambrian Rise) is made up of a blend of other vineyards in the region and is considered the baby of the range.
The winning design will be one that can bring our Cambrian Rise into the Heathcote Shiraz range by utilising a number of the same elements of this label (see file titled Heathcote Shiraz 2012) whilst making it obvious that this wine is cheaper (but not cheap). The elements I am attached to are the colour (yellow) and the HR emblem in the corner, as it is represented by all the wines in our portfolio. Everything else is up for grabs. If you feel that you can do a better job of the whole Heathcote Range than feel free to show me that as well.
It is important to me that these wines fit in our portfolio. Please look at the other wines we make in your designs.
The words that I would use to describe these wines are masculine, artisan, earthy, premium, boutique, hand crafted and intense (with a hint of elegance). Ideally the label would portray this.
For the winning designer there may be the possibility for more projects including capsules, cartons and other label redesigns.