Fiddlers Elbow Wines

Wine Branding & Packaging

After analysing our clients brief, we became inspired to approach the project with a strong sense of direction.

“When I was a child my Grandmother would always say to me, ‘You’re in and out like a fiddlers elbow.’” - Ian Smith. Ian is a Margaret River local who is involved with community organisations including Arts Margaret River, Margaret River Radio and the Margaret River Theatre Group.

When Ian shared his childhood memory we felt inspired to tell his story in the branding. The brief helped us to establish a strong sense of direction and to create a range of Margaret River wines that expressed Ian’s passion for music and the performing arts.

We designed the treble clef logo to symbolise the brands strong connection to music while the packaging features 5 bar lines to support the overarching theme. This contributes to an authentic and unique identity.

In order to differentiate the packaging, each wine style is represented by an illustrated musician and is featured on the wrap around label.

A good wine is like a melody, smooth and harmonious like a story told over generations in different tones and different voices.