A super premium result!

Chapman Grove Wines

Client Ron Fraser
Industry Food + Beverage / Retail

With a growing reputation for producing premium wines, Margaret River winery Chapman Grove required a brand and packaging to do justice to its wines. Their existing label had a low resolution picture of their vineyard with the grove of trees the winery was named after. We were directed to use this picture of the trees in our design but to attract a more sophisticated consumer driven by quality not price. After much hair pulling, it became clear this image wasn’t going to appeal to the target audience.

We learnt that the client has dogs they love which guard the guinea fowl in the vines and chase the cockatoos in the grove. So instead of the old photo, we incorporated the grove of trees into the label by creating a striking, decorative illustration which also reveals the unique story of the dogs, guinea fowl and cockatoos.


Chapman Grove has since been able to gain a premium price point for their wines and has gone on to gain much broader distributorship including beverage giant, Dan Murphys, collecting a whole swag of awards along the way!
These guys also produce Dreaming Dog wines (yep, more dogs) and the highly awarded Atticus Wines. We designed both of those labels too, so do check them out!

Chapman Grove has been rated Red 5 Star Winery in James Halliday's Australian Wine Companion since 2011.
The wines have been awarded 4 Trophies, 3 Top Gold, 3 Gold, 8 Silver and 39 Bronze Medals.



Objectives met

Incorporating the client's idea into the label and still achieving appeal to the target audience by use of poetic licence :)

Achievement of a premium price point and a distinctive label in a crowded marketplace.