Our client’s winery is based in the Mudgee region where famed poet Henry Lawson resided. Our client wanted a brand that would celebrate this poetic history but in a modern context. The brand needed to have an edgy personality to appeal to a millennial audience. We took inspiration from the brand name “young poets” and commissioned five young poets to create ‘blackout’ poems.

Each blackout poem created not only a striking visual on the label, but were also inspired by the style of the wines. The poems create a striking and powerful range in store, whilst allowing each of the wines its own distinct personality.