Avontuur Estate is a visitor-friendly Helderberg wine and equine stud farm. I asked graphic designer Patrick Humphreys, what influenced the new Avontuur “wrap around” label design.

“Avontuur needed their retail range re-designed to give them
more presence on shelf and to get the message ‘not expensive, but still
good, tasty wine’ across. Realising that they also breed racehorses on
the Estate, I felt that the horse iconography could be a worthy vehicle
to add excitement to the range and at the same time tie the range

“I developed a simple, ‘outline’ style to depict the horses
and incorporated them into a range of simple wrap-around labels
(combining front and back labels) to give a very ‘reachable’,
unpretentious feel”.

By Mike Carter.


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