The new brand is called "Lock & Key" in reference to my 2nd fleet convict lineage and is a tribute to humble beginnings. This name should be the focus.
The label needs to be fresh and contemporary. Avoid using stereotypes such as grape vines, wine glasses, grape bunches etc. You need to strike a balance between creating a strong unique identity while remaining understated and simple. Should appear expensive/premium.
Front label guidelines:
Abstract image/icon/logo, strong and simple
Must appear expensive, premium, high-quality
“Lock & Key” (main focus)
“Hilltops” above “2008 Shiraz”
“Moppity Vineyards” (or current MV logo) as minor focus (check http://www.moppity.com.au/wines.htm)
Fine print: 750ml, Wine of Australia, 14.5% alc
Use die cut, gold foil or any other print “tricks” you think may add value
Back label needs:
"Lock & Key", 2008 Shiraz space for barcode and tasting notes technical information.
There are 6 wines in the range: Shiraz, Cabernet Sauvignon, Rose, Chardonnay, Sauvignon Blanc and Riesling. The label needs to accommodate all bottle shapes (burgundy is quite short) and varietal names ("Sauvignon Blanc Semillon" is the longest).