In Australia, packaging design speaks a different kind of luxury
Australia’s creative studios are inventing new design languages. Expressions of a less ostentatious luxury, these engage directly with materials and the local landscape, where a product’s authenticity and the precision of craft take precedence over outward displays of prestige.
Studio Guild : Human craft
Studio Guild’s favorite playground? Wine and spirits—a domain where the lack of tradition opens creative possibilities. “Australia doesn’t have the centuries-old history of regions like Europe when it comes to wine production. That doesn’t mean we lack established brands, but there is less pressure to conform to traditional codes,” explains the agency’s Founder and Creative Director Trish Dunstone. “Young brands are therefore less likely to make historical heritage their founding narrative.”
This freedom gives rise to more original aesthetics—while keeping ethical limits in mind: “We are aware of the responsibility that comes with storytelling and that some stories do not belong to us, such as the knowledge of First Nations peoples, whose transmission requires a legitimate connection.”
Studio Guild’s favorite playground? Wine and spirits—a domain where the lack of tradition opens creative possibilities. “Australia doesn’t have the centuries-old history of regions like Europe when it comes to wine production. That doesn’t mean we lack established brands, but there is less pressure to conform to traditional codes,” explains the agency’s Founder and Creative Director Trish Dunstone. “Young brands are therefore less likely to make historical heritage their founding narrative.”
This freedom gives rise to more original aesthetics—while keeping ethical limits in mind: “We are aware of the responsibility that comes with storytelling and that some stories do not belong to us, such as the knowledge of First Nations peoples, whose transmission requires a legitimate connection.”
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