Mike De Iuliis’ vineyard is recognised as one of the up and coming heavyweights of the Hunter region. With a labelling system already in place, what was missing was a brand expression that explained the brand story.
We established a territory that was built around pillars that summed up the brands resilience and ingenuity; ‘Passion and Grit’, and the relaxed personality of it’s winemaker; ‘Made by Mike’. While retaining a grounded sophistication, we explored ways that these elements could play off each other and help create a unique brand story. The combination of expressive hand painted type coupled with elegant typesetting and layouts, continues the theme of balancing ‘passion and elegance’ with ‘hard yakka and grit’. The commissioned pen and coloured ink illustrations tell the story of Mike, the wine maker, the cellar door, their awards and wine club experiences along with a map which provides the sense of the vineyards place in the region.