Moorilla Label Design

Moorilla is one of Tasmania's oldest wineries with a history of innovation as a tourist venue and maker of fine wine and beer.

Moorilla is currently undergoing a radical change in readiness for the forthcoming Museum of Old and New Art (MONA) which will open in 2010.

The new Moorilla identity (The M logotype) references elements from art themes and art within the MONA collection.

It also connotes roman mosaics with subtle links to Greek mythology and typeface.

The Moorilla wine labels are concerned with the history of ritualistic wine consumption and how this relates to our current experience. They look beyond the traditional trend in wine labeling, which tends to focus heavily on the region and variety of a product. The labels deal with universal themes and represent not only the intoxicating power of wine, but also its social and beneficial influences.

The myths and cult of Dionysus, the Greek god of wine, are the genesis of the imagery and is core to the idea.

"The Greek of antiquity was caught up by the seriousness of the truth that [in wine] pleasure and pain, enlightenment and destruction, the lovable and the horrible, lived in close intimacy. It is this unity of the paradoxical which appeared in dionysiac ecstacy with staggering force."
- extract from The myth and cult of Dionysus.

Leigh Carmichael
Designer