Onfire Design created the atypical wine packaging for Untitled. Featuring handwritten-typography the label stands out against other minimal or foiled wine labels out on the market.

“Lee Winston, an Auckland based winemaker wanted to create a statement. While wines that are made in New Zealand are extremely good and highly regarded, they are very ‘samey’. Same standard varieties and blends. Even those claiming to be different are only doing so through their branding; the wine remains the same. Lee wanted to challenge this by creating unique wine blends with unique branding.”

“The wine itself is inspired by some of the true great winemaker and regions in France (such as Champagne and Chateauneuf-du-Pape). By using their traditional winemaking methods, Lee reinterpreted the blending to create a range of non-vintage, multi-regional, and multi-varietal blends—a red one, a white one, and a pink one. Three truly unique wines.

We created the name and brand story for this disrupting brand. Finding inspiration in the winemaking process, the blends will alter slightly per season depending upon the grapes that are available and tweaks in each recipe. In essence, these wines will always be a ‘work-in-progress’. A fixed name did not do this process justice, hence ‘Untitled’.”