Studio Guild Brings Modern Sophistication to Alexander Hill’s Wine Packaging Design

Studio Guild was tasked with rebranding the Alexander Hill range for wine distributor, Alepat Taylor. Though this range punched above its weight for its price point, the branding was tired and old-fashioned with little support or engagement from trade or on-premise and lacking any kind of impact on shelf. Ideally when we work on a brand, we come up with a brand name to create a brand story where the visuals and imagery support each other. Given the name we had to work with was old-fashioned and evoked a more traditional style ‘vineyard’ label, our challenge was to strategise on how to tell the brand story in a more modern and eye-catching way, but still retain the brand name and be relevant. The repetitive lines of the logo type creates an overall pattern, but we have cleverly tucked in th