Knee deep

Naming
Branding
Tone of voice
Packaging
Collateral & Merch
Key image styling & photography

Client: Knee Deep Wines

Photographer: Stephen Clarke

knee-deep: adj. submerged to the knees (in water or something liquid); intensely preoccupied with, or by a given topic or emotion.

The founders, the Child’s family, broke ground back in 2000 establishing what was to become an iconic Margaret River winery. The brand name of ‘Knee Deep in Margaret River’ was a tongue-in-cheek acknowledgement of jumping in ‘boots and all’ during a testing time in the wine industry with the grape glut of the late nineties. Times have changed and so too have the reins.

The brand rejuvenation was instigated by the new owners, Matt Holden and Clair Chatel-Holden. With its descriptive brand name, we designed an immersive storyline approach to this wine series.

The editorial-like text columns form a longitude grid which wraps around the label; while the latitudinal ‘band’ of colour signifies both the sense of immersion and the above-and-below watery influences of coast and climate in this maritime region. Within this grid structure, the story continues with individual vineyard growing conditions, the tasting notes and mandatories flowing around to the back of the labels.