Minchia Montepulciano
Wine Packaging Design
minchia [min-k-ia]
noun:
[vulgar slang] Italian
1. An interjection used to mean surprise, disdain or appreciation. (fuck!, shit!)
2. "Minchia! Questo è un buon vino." (Fuck! This is a good wine.)
“Totally brilliant label design”
— James Halliday, Australian Wine Companion
First Drop Wines’ Minchia Montepulciano is grown in the Adelaide Hills – a vibrant, fruit driven, Australian take of what is traditionally a dark, weighty Italian wine style. This juxtaposition is visually expressed on the label, unzipping and shedding traditional expectations and revealing a new complexity and vibrancy within.
The suspense of a zipper half undone builds a desire to continue opening the bottle to discover the contents.
The proven popularity of this label design has seen it remain in continued use for over 15 years – Minchia!
“The First Drop labels are super-funky: naughtiness abounds in the image of a zipper being pulled on the dark and bold Minchia Adelaide Hills montepulciano.”
— Max Allen, The Weekend Australian Magazine
“It’s a raunchy trompe l’oeil, which is both a zipper on a woman’s bust and a wine glass. The label certainly unzips and sheds traditional expectations about montepulciano.”
— QANTAS In-flight Magazine
Creative Direction
Graphic Design
Print Management
CLIENT
First Drop Wines
Barossa Valley, South Australia
AWARDS
Gold – PICA Awards
Silver – LATMA Awards
Photography © asbCreative