Established in 1858, Craigmoor, is the oldest Cellar Door in Mudgee. A new identity and packaging for the Cellar Door range was devised to firmly link Craigmoor to the vibrant social and winemaking history of the area. Each label tells a story associated with some aspect of life and winemaking over the decades in Mudgee. The use of typography gives the range an air of authority and credibility. The wine names and stories offer the perfect conversation starter at Cellar Door to engage customers.
Branding on the wines is deliberately subdued to place greater emphasis on the stories.Various devices add to the historical tone of the design concept. The letter C references ‘circa’ as well as Craigmoor and is used in various ways across the packaging. The footnote superscript and pointing hand graphic add character and allude to the deeper story.