Page 34 - Packaging News Magazine Sep-Oct 2021

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BRAND & PACK DESIGN | www.packagingnews.com.au | September-October 2021
When packaging meets art
Brand owners are increasingly turning to art to convey brand stories on their packaging, collaborating with popular and well-known artists to help them connect and communicate with consumers. Jan Arreza reports.
VIBRANT street art helping a cask wine pack ‘pop’ on shelf, abstract interpretations of regional land- scapes adding mystique to a wine label, children’s illustrations show- casing the stages of early life on a toddler milk-based nutritional
powder tin – these are all artistic devices employed by savvy brand own- ers who understand the relationship between art and emotion and its impor- tance in conveying brand messaging.
STREET ART EXCITES
Yalumba wine brand Winesmiths released a vibrant set of limited-edi- tion two-litre wine packs, converted and printed by Detpak and designed by Australian street artist Mulga.
The designs are printed onto recy- clable kraft board and exhibit Mulga’s interpretive art style, which the winemaker says will “bring excite- ment to cask wine shelves”.
“Just like an artist, our winemakers put as much love and dedication into each of our cask wines as they do bot- tled wines,” said Jacinta Gibson, marketing manager at Yalumba, pro- ducer of Winesmiths. “They don’t compromise on quality in any way.”
Gibson says the new cask wine packs will gain appeal for their
visual attractiveness, the quality of the wine itself, and the convenience that the two-litre pack offers.
Appearing on the Sauvignon Blanc, Semillon Sauvignon Blanc, Pinot Grigio and Shiraz packs, the designs feature Mulga’s funky animal creations set within a summer infused world of bright colours and “joyful settings”.
“I love summer times and creating funky characters who exhibit that larrikin Australian sensibility, and if my art brings a smile to your dial, I’m happy,” said Mulga, who is the first artist in what will be a series of artist collaborations for the brand as part of its ‘Winesmiths Sacrifice Nothing Grant’ of $5000.
Every sale of the Winesmiths Mulga Edition casks will contribute to the grant.
Winesmiths is also working on a new tap fixture for its casks, which is currently in development, due for release in October. The fixture will be packed inside the cask, and once opened, can be placed on the nozzle. It is also developing a recyclable blad- der, which is still a work in progress.
MADFISH LABEL MARKS 30
In celebration of 30 years in busi- ness, MadFish Wines unveiled a new
ABOVE: Winesmiths’ limited-edition designs were in liquor stores throughout August.
label printed by Multi-Color Corpo- ration and designed by South West multi-disciplinary visual artist Kyle Hughes-Odgers.
Hughes-Odgers is known for creat- ing large scale visual murals inspired by nature, and expressed through colourful lines and bold shapes.
His design for MadFish features abstract interpretations of the region’s landscape, which is brought to life through his signature style and a colourful palette, reflecting both land and sea.
“I created over 30 abstract paintings based on photographs I took around the Margaret River region and the win- ery. From these 30 images, the final 13 were selected,” says Hughes-Odgers.
“I did this as I wanted the works to be non-literal, but based on land- scapes connected to the south west and around the winery.”
The 13 final designs were selected to match each wine variety in the MadFish range, then printed on a lightly textured white label stock.
The varietal is printed in a match- ing colour scheme to the artwork, connecting the artwork through the entire label.
“It is exciting to see how Kyle has captured the unique feel of this region through his designs,” says Jeff Burch, MadFish Wines’ founder.
The newly refreshed MadFish Wines is available now at select wine retailers and online from MadFish’s website.
NUTURA ADDS ART & TECH
Australian-made milk-based nutrition brand, Nutura Organic, unveiled a new design for its 3-Stage range. The metal pack, printed by Visy, showcases art