PLD Innovation Awards Spotlight | On The Fringe by Denomination

May 28, 2024

In December 2023, our prestigious jury, made up of brands such as Moët Hennessy, La Martiniquaise, Rémy Cointreau and many others, met to judge the PLD Innovation Awards. The finalists and winners of the PLD Innovation Awards were announced, recognised and applauded at Paris Packaging Week in January 2024.

Mass Market Innovation (€15 - €30)

Please describe the brief for the pack. What were the objectives for the innovation project? What were the requirements and constraints?

Cherubino Wines a Western Australian company led by Larry & Edwina Cherubino, excels in crafting exquisite varietals.

Their Pemberton vineyard, Channybearup overcomes the region’s grape-growing challenges, allowing Larry to create wines of unique character and quality. Focusing on purity and clarity, they use organic, sustainably-produced, hand-picked fruit, with minimal intervention in winemaking.

Our task was to create a distinctive, innovative brand that embodies this philosophy & quality aligns with the Cherubino name, yet stands apart from its other brands, reflecting a $AUD40 price point.

How did the pack fulfil the brief? Please describe the technical innovations in the pack and the challenges they address

Great ideas often come from simply listening. Whilst Larry was talking about his winemaking philosophy during the creative briefing, he said “on the fringes is where you get the greatest reward”. This became the genesis of the idea: creative winemaking pushed to the outer limits.

Why do you believe this pack deserves to win an Innovation Award?

The design features Larry’s quote, hand-written by him sitting at the very bottom edge of the label.

The tension of the negative space of the empty label draws the eye to the quote which is partially torn through, emphasising its extreme and unusual positioning. Using unique technology developed by MCC label printers, each label is individually torn to reflect the handmade nature of the wine.