We were tasked with recreating the Alexander Hill range for Alepat Taylor. The branding was tired and old-fashioned with little support or engagement from trade or on-premise. Usually when we work on any branding we come up with a brand name to create a story and visuals that support each other. Given the name we had to work with was old-fashioned and evoked a more traditional style 'vineyard’ label, our challenge was to strategise on how to tell the brand story in a more modern and eye-catching way.

We believe the name should connect to the imagery, so with a modern interpretation of the 'hill' we have not only told the story, but by using a minimal colour palate with textural stock and effective gold foiling, we have created a very premium looking brand with low production costs to help increase the client's margins. As well as a creating an impactful label we also created a clean, effective brand lock – used both on the label and branded cap.