Pepperjack Graded Collection Wine

Leading Australian design agency, The Collective, were tasked with the challenge to design a new label for the Graded Collection tier, which showcases Shiraz made to perfectly match two popular cuts of steak – Scotch Fillet and Porterhouse. The challenge was ensuring that it looked like an integral part of the core Pepperjack brand, which is largely identified through its cream label applied at an angle on the bottle, but with a completely individual personality. The solution was a cutting edge, spiral wrap label – a first of its kind in Australia.

“Our brief was to come up with a solution that was as distinctive as - and complemented - the Pepperjack core tier’s highly recognizable cream label. 

“Our solution was to utilize the angled label but keep it going all the way around and up the bottle. The distinctive Pepperjack label angle and cream brand colour unite the two tiers whilst the detailed foiling and extraordinary label form elevates Graded as a very special offering. 

“This label was not only challenging from a design perspective but the logistics to machine label a bottle like this were enormous. It is by far the largest label ever applied at Treasury Wine Estates or produced by printers". 

- Managing Director of The Collective Design Consultants, Rowena Curlewis

Pepperjack Brand Director George Samios believes the Graded Collection label design has paved the way in terms of innovation in packaging for wine. 

“The reception to the Pepperjack Graded Collection packaging has been overwhelmingly positive internally and from trade and consumers alike. 

“We continue to be impressed with the work of The Collective in coming up with creative and unique design solutions.” 


Designed by The Collective 
Country: Australia