Friends of Friends

Premium wines have their reputations, both good (delicious, with irresistible notes) and bad (stuffy and out of date). So why can’t great wine also be full of energy and personality? Co Partnership has designed the packaging for Friends of Friends to be a refreshing new take on luxury wine.

“Our client likes to party and it was his dream to create a luxury statement wine for his friends and his friends of friends. The winemakers were given an unlimited production budget, sourcing a tonne of exceptional Cabernet Sauvignon for $20,000 Australian Dollars, more than anyone has ever spent on premium grapes in Australia. Although money won’t buy you friends, it will buy you the best grapes in the land.”

“Disrupting the category and creating a talking point was the key objective of the brief. The luxury drinks market is dominated with old world classic white labels, Co Partnership saw an opportunity to use this language and turn it on its head. The friendly illustrations highjack a classic white label with their quirky personalities that surprise and delight. Our collaboration with artist Gary Taxali continues with every vintage. Each release is unique in its own right, creating a collectable series for fans of Gary’s work, luxury wine enthusiasts and of course our friends and our friends of friends.”

Taxali’s illustrations breathe life into a category that can sometimes feel stale and uninspired. Over the colorful graphics, a delicate script appears in black, creating an interesting union of contemporary and traditional. The wax-dipped label is a striking Venn diagram while the bottle number is stamped on the front, further defying wine enthusiasts’ expectations. Black bottles and black capsules over the top of the bottle ooze a confidence of luxury wine made with exceptional grapes.


Designed by Co Partnership

Client: The Friends of Friends Wine Company

Country: Australia

City: Sydney