hobbs of barossa
Overarching brand identity and strategy
Photography: Stephen Clarke
Hobbs Family Vineyard is home to some of the Barossa's oldest Shiraz, planted at the turn of the last century. The vineyard is nested in the cool, beautiful Barossa Ranges, where both the climate and distinct soil structure provide ideal conditions to produce fruit of unique quality, generation after generation.
The Hobbs revere their vines and traditions - and their family. ‘1905’ celebrates the heritage of the vineyard, commemorating the year in which the magnificent block of gnarled old vines were planted. ‘Tango’ speaks of two varietals coming together. ‘Gregor’ salutes the vigneron of the family and features an Aria Secca foil stamp and tag - an indication that the fruit is handpicked then placed onto the racks and semi-dried in the time honoured ‘apassimento’ method. Various premium cues including gold foil, silk-screened branding, cotone bianco paper stock, embossing and individually dipped wax seals were employed to reflect the high quality of this hand crafted wine.
Their second range is inspired by their 'kids' or 'tin lids' as Australians call them in rhyming slang. ‘Tin lids’ feature various illustrations of traditional children’s toys, evoking a sense of playfullness.