The previous labels didn’t hold up against modern consumer expectations. They lacked visual impact, clarity, and a sense of place — all critical in an industry where packaging directly drives purchase decisions.

We rebuilt the label system from the ground up, focusing on three principles:

The new label system completely reframed how Dedham Vale’s products were perceived. Early feedback from trade buyers was strong, with wholesalers and venues describing the wines as “more premium”, “easier to sell”, and “far more modern.”

While our work focused on packaging, the label redesign became the first step in a much bigger brand shift for the vineyard. Under new ownership, Dedham Vale Vineyard is now continuing to build on this foundation by becoming more integrated with the local community, events, and tourism ecosystem The long-term goal is to create a unified brand experience across every touchpoint, bottle, website, retail, events, and trade partnerships.