The Relic

Relic is a limited release Barossa Valley Shiraz. We were commissioned to design a gift packaging experience for this exclusive vintage that could the premium international wine collectors territory. The packaging needed to appeal to a sophisticated and international wine-savvy audience whose purchase would be for both corporate gifting and for personal consumption. The brief’s scope included naming, bottle design, bottle labels and presentation packaging.

Toast Creative needed to craft a brand narrative that could truly excite and intrigue the consumer going beyond just a clever name and a good looking label. The design solution for this premium gift-packaged wine took storytelling to a whole new level for the sector. Its innovation is expressed with creative suspense using a number of tactile elements to cleverly build the brand story. As part of Toast Creative’s innovative approach to the project, the team investigated traditional printing techniques to give the design an authentic ‘aged’ feel.

Toast Creative’s design solution for this premium product uses the art of storytelling. The idea of The Relic was conceived as a retelling of the adventures of Captain James Cook.

The pseudo-story reworks the historical events of 1770. Toast Creative tells a tale of Captain Cook and his crew ship-wrecked on a reef as a result of a heavy load of the world’s finest Shiraz. With no other option than to off-load the fine wine overboard to ensure the Endeavour will float again, Cook’s Barossa Shiraz is lost forever – until now. After many decades, the sunken relics have increased in value, rarity, and quality. And so ‘The Relic’ was born.

A custom, keepsake wine box houses each ‘find’ – a prized bottle of ‘vintage’ Relic. A custom, hessian bottle-wrap creates a reveal when unwrapping the gift that offers the surprise of a map referencing the wine’s Barossa location. The gift box also contains a document of authenticity, a rustic key – which also works as a corkscrew – and a book which continues the story telling, this time of the vineyard’s heritage and the production journey of this truly exquisite Barossa Shiraz.

The end result is an authentic and well considered kit of parts that makes a distinct and lasting impression.

The Relic design suite was awarded with Silver at the 2018 Sydney Design Awards in the Graphic Design – Three Dimensional category.