Front and back labels
The brand, wine name, variety and region on the front, with tasting notes and mandatory information on the back.
Wine label design.
Front and back labels, capsules and cartons for wineries and wine brands. Designed to be chosen from a wall of hundreds of bottles, and to label vintage, variety and region correctly.
What does wine label design involve?
Wine label design is the design of front and back labels, neck labels, capsules, cartons and casks for wineries and wine brands, from a single estate wine to a tiered range across varieties and regions.
Wine is chosen from one of the largest walls in retail, often by people who are unsure what they want. The label has to signal style, price tier and quality at a glance, carry the winery's story, and meet both food law and Wine Australia's label integrity rules for vintage, variety and region.
Morice&Co. brings national beverage experience to wine, including James Boag's for Lion and 5 Seeds Cider for Asahi Beverages, with range architecture that works across tiers.
00Our position
Most wine is bought by people who are not sure.
The label is the sommelier. It should tell a hesitant buyer the style and the occasion before it tells them the vineyard history.
Tiers need visible rules.
Estate, reserve and everyday wines should be easy to tell apart and obviously from the same winery.
Paper and print are part of the wine.
Textured stocks, embossing and foil signal tier. Choose them with the label printer before the design is final.
01What we design
Wine formats we design.
From a cellar door release to a national retail range.
Range and tier systems
Everyday, reserve and single-vineyard tiers with clear, consistent rules.
Sparkling and fortified
Neck labels, foils and capsules where the bottle shape changes the label.
Cans and alternative formats
Canned wine, casks and bag-in-box designed for new occasions and drinkers.
Low and no alcohol wine
Dealcoholised wines positioned as a real choice.
Cartons and gift packs
Six-pack cartons and gift boxes that carry the brand and the warnings.
02The rules
What a wine label has to carry.
Wine follows the Food Standards Code alcohol rules, plus Wine Australia's blending and label integrity rules.
Pregnancy warning
Mandatory since 31 July 2023 on drinks above 1.15% alcohol: the FSANZ pictogram, PREGNANCY WARNING in red and the set statement, on every container and outer pack. For 200 to 800 mL packs the pictogram is at least 6 mm, with 3 mm clear space.
Alcohol, standard drinks and allergens
Alcohol by volume, the number of standard drinks, and allergens such as sulphites, and egg or milk products where used in fining and present.
Vintage, variety and region
Optional, but if a single vintage, variety or region is claimed, at least 85 percent of the wine must come from it. Multiple varieties are listed in descending order.
Label Integrity Program
Wine Australia's Label Integrity Program requires records that back up every vintage, variety and region claim on the label.
ABAC and appeal to minors
The ABAC Responsible Alcohol Marketing Code covers packaging. Colours, characters or names with strong appeal to minors breach it, and pre-vetting approval does not protect a pack from a later complaint.
Export labels
Export markets have their own rules, so export labels are planned alongside the domestic label.
03Selected work
Work that proves it.
James Boag's for Lion and 5 Seeds Cider for Asahi Beverages show range and tier systems across national beverage brands.
Beer · Heritage Re-systematisation
James Boag's.
A Tasmanian brewer since 1881. Every shelf-facing cue audited and ranked, then the system sharpened across the range for Dan Murphy's, BWS and national rollout. For Lion.
Read the case studyCider · Premium Tier Launch
5 Seeds Cider.
A premium cider tier with the character of a spirits brand, built to carry one SKU into a five-SKU portfolio across Coles and Dan Murphy's. For Asahi Beverages.
Read the case study04Pricing
What it costs.
Fixed fees, scoped to the brief. No hourly rates. A written proposal within five working days of a first conversation.
$5k–$10k
Single SKU pack refresh
Existing brand, updating one product. Front-of-pack redesign, back-of-pack rebuild, retailer-ready artwork.
$20k–$60k
Full brand + range across 5–10 SKUs
Ground-up brand or rebuild, packaging system, range architecture, guidelines and launch collateral. Naming, strategy and photography each add scope.
$60k–$150k+
Category-leading rebrand or private label programme
Full brand system, deep range architecture, retailer rollout materials, brand book and photography direction.
05Client words
In their own words.
“I've worked with Morice for over 10 years. He combines strategic thinking with outstanding design craft, understands the brief, the brand and the business goal, and delivers work that is polished, on-brand and effective.”
Nathan Caston, Marketing Manager · NKA
“Morice is simply elite. If you're looking for a designer who actually gets your brand, not someone who makes things look pretty, he's your guy. Sharp, clean work delivered without the usual back-and-forth drama.”
Beau London, Founder · frasé skin