Rata is a lighter in alcohol wine popular in Australia. The winemaker asked to look at concepts to evolve the existing label and packaging to a more contemporary design without losing their existing loyal customer base.
The existing label used a dated photographic image of New Zealand's native rata bush. The front label was printed on clear stock with the rata image viewed through the bottle resulting in a distorted yet translucent feel.
We wanted to maintain that feeling of translucency but create a contemporary look that would work hard on the shelves. We created a stylised illustration of the flower, drawn on a Wacom tablet. The flower is to be printed on clear stock on the front label. Layers of colour and shades of translucency were used to build up the detail of the rata flower.
