A fresh wine brand with a rich heritage.
Bellholme is a new biodynamic wine brand produced by Avonmore Estate, a vineyard and Merino stud located in the Bendigo region. The name Bellholme pays homage to the original name for the estate, established in 1903 by John Holmes, using wealth generated during the Victorian gold rush. The client wanted to pay tribute to this heritage, but wanted the design to be fresh and modern to reflect the attributes of the wine — biodynamic and crafted with minimal intention.
The design is intentionally pared back and premium — a visual metaphor for the purity and elegance of the wines. Typography and illustration evokes the Art Nouveau heritage of the property and the biodynamic principles of the wine.
To elevate the packaging, special attention was paid to luxury print finishes. A combination of sculptured emboss, gold foil and textured paper were all utilised to give the labels a rich tactile quality — mirroring the rugged, natural beauty of the landscape. Every detail reflects restraint, craftsmanship, and reverence for place.
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Brand Strategy
Creative Direction
Identity Design
Packaging Design
