Co-op approached Equator Design to help bring a fresh look and feel to their Australian own brand wine ‘Lime tree’. Having been on shelf for some time with a distinctive conservative label, it was time for a change.
The design solution was both simple, elegant and effective. Through a collaborative design process we created an antipodean inspired blown ink illustration. The illustration lends itself perfectly in portraying the random nature of the tree which could describe either the sky-reaching branches or the water-seeking roots. The design creates interest and consumer involvement, leaving them to decide which tree element is being depicted. Consumer recognition and strong differentiation is helped by the bold segmentation colour bar and the falling leaves.