Margan-Field Blend: A Wine Label Inspired by Luggage Tags

Reflecting the Heritage of Grape Growing

When designing the Margan-Field Blend wine label, Angela Spindler drew inspiration from luggage tags and letterpress typography. The goal was to create a label that exuded purity of expression, with only the most essential information included, much like a luggage tag. The label's aged appearance reflects the heritage of this type of grape growing, while the typography and print finishes establish a clear hierarchy of information.

What sets the Margan-Field Blend label apart is its earthy and natural quality, reminiscent of the former way of grape growing. The use of an old-style luggage tag visual, combined with the tactile quality of Cotone Bianco Ultra stock, creates a label that stands out. Embossing and high build varnish finishes further enhance the visual impact, aligning with the brand's innovative positioning in viticulture.

The production of the label required careful attention to detail. Cotone Bianco Ultra, with its 100% natural cotton composition, was chosen for its sumptuous tactile quality and slight variations in tone and appearance. Foils were avoided to maintain a natural look, and an earthy color palette was used alongside white type with clear high build for definition and prominence.

The Margan-Field Blend labels were initially digitally printed before being finished and die-cut using offset printing. The Cotone Bianco Ultra 140gsm stock provides durability and bulk. The front label measures 60mm wide and 120mm high, while the back labels are 64mm wide and 106mm high. Both white and red bottles share the same label size.

While the bottle and closure remain traditional, the Margan-Field Blend label reflects a unique approach to viticulture. The design project was completed in just two months, presenting a significant challenge in terms of design and production lead time. Despite this, the label successfully captures the essence of the former way of grape growing, showcasing simplicity, clarity, and innovation.

The Margan-Field Blend wine label project was initiated in Sydney, Australia in May 2014 and completed in July 2014. With limited visual language established for field blends in the market, the design team saw an opportunity to explore material usage and illustrative typography, drawing inspiration from older style labels. The focus was on simplicity, clarity of positioning, and a strong connection to the brand's innovative viticulture.

This exceptional design was recognized with an Iron A' Design Award in 2015. The award acknowledges the Margan-Field Blend label as a well-designed, practical, and innovative creation that meets professional and industrial requirements. It is respected for integrating industry best practices and competent technical characteristics, contributing to a better world.