Overarching branding and strategy
Artist: Michael Schlitz
Tasmanian-born brothers Jonathan Hughes and Matthew Hughes established Mewstone Vineyard on the banks of the D’Entrecasteaux Channel in the tiny hamlet of Flowerpot. They create expressive single site wines with a minimum of intervention and this approach has won them lots of fans and accolades. Recently Mewstone Wines was crowned by Halliday 2019 Best New Winery of the Year.
The Mewstone labels celebrate the art and craft - with minimalism. The square front labels solely feature the artworks by Michael Schlitz, leaving all the branding and information to the typographic back labels. Michael Schlitz, a printmaker in the Huon Valley Tasmania created these unique artworks for the labels using copper etching.
Following on the success of the Mewstone wines, brothers Jonathan and Matthew Hughes embarked on another venture, Hughes & Hughes. By sourcing additional quality grapes from other local vineyards, the Hughes & Hughes range allows them to be more daring with their winemaking endeavours. Producing in small batches means they can put a whole lot of love into these unique creations.
The labels for Hughes & Hughes feature a wood block print of the 'con-joined brothers working in tandem' by Michael Schlitz. Using an earthy colour palette, the series of labels express craft, grain and texture.