LA CAPRA

La Capra is a range of affordable wines from Fairview. Owner Charles Back wanted to create a new brand, with a tacit link to the fairview mother brand. He wanted it to be playful, relaxed and have shelf standout.

We conceptualised a festival as our theme for the label, wanting to portray the intangible nature of parties and late nights. The copy was written in the style of a circus poster. The front label design was influenced by travelling folk tales.

The festival concept rolled out very well into launch ideas and events, and showed the value of an emotional promise rather than a physical one.

Since launch the brand has grown at an astounding rate, with little promotion outside of the wine label itself. La Capra was awarded a Silver Loerie.

ClientFairviewServicesCopywritingYear2009RoleplayersDesigner: Victoria Peter | Creative Director: Janet Kinghorn