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‘Madman's Reward’ Packaging

Award: Wood Pencil

Wood Pencil / Writing for Design / Packaging / 2007

The story behind the brand inspired the label and name for Madman's Reward, a boutique vineyard near Gundagai in Australia. Winegrower Jim Coe had a 50-hectare vineyard planted in incredibly rocky soil, and almost gave it up for lost as the drought took its toll. Against all odds – and the local expert's advice – he persevered. The vines survived and Jim's genuine amazement at the quality of the fruit became the brand's story, told from a different angle on each variety. The narrative style, using local vernacular, creates an earthy, realistic view of the grower battling the elements to produce remarkable results; a striking contrast to the majority of wine labels which focus on food matching and cellaring.

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