Morrisons Wine

Wine Packaging

Wine label design for Morrisons The Best range – Swartland Chardonnay, South Africa

Type Of Client

Food & Beverage

Type Of Work

Packaging Design

The Brief

Morrisons The Best is a range that has to work hard at shelf – every label carries the same master brand, which means the individual wine design has to earn its own distinction within a tightly governed system.

For their Swartland Chardonnay from South Africa, Morrisons wanted to communicate the story of a region – and specifically, the philosophy that defines it.

Swartland winemakers are guided by a philosophy of minimal interventionist winemaking, embracing the intrinsic diversity of the region to produce wines that are bold, expressive, and genuinely reflective of where they come from.

That hands-off approach – letting the land, the climate, and the natural rugged old vines do the work – was the story the label needed to tell.

The Work

The Vine mark

At the heart of the label is a vine mark – visible from distance, built from flowing organic line work that reads as a single bold device on shelf. It was finished in a textured silver foil that feels special without feeling premium and polished – rugged and elemental in its application, as if worn by the landscape it came from.

Vines that Earn Their Water

The label was never going to be a manicured, picture-perfect vineyard. The brief told us that Swartland vines are not glamorous – they work harder than almost any vine in the world, pushing deep through dry, unforgiving terrain in search of water, producing little but offering everything. The struggle is what gives the wine its character – the mark reflects it – ancient, rugged, and completely its own.

The Outcome

The design earns its shelf space not through visual noise but through visual confidence – communicating the hands-off winemaking philosophy of the Swartland region through illustration and composition. A premium, distinctive wine label design for a major grocery range that needed to say something specific about a wine worth seeking out.