Bottling the Bay of Fires
A vibrant new wine label.
The Challenge
Priory Ridge Estate approached us as they prepared to launch a new sub-brand, Sloop Rock Wines. They wanted to capture the spirit, colours, and natural beauty of the Bay of Fires in a fresh, modern label design that reflected both their creative approach to winemaking and the unique coastal environment of Tasmania’s East Coast.
Our Solution
We developed a brand and label design that encapsulated the essence of the Bay of Fires—its brilliant blue waters, striking orange-stained granite, and laid-back coastal atmosphere. The result was a visual identity that feels distinctly Tasmanian: vibrant yet refined, contemporary yet grounded in place.
Through minimalist illustration, thoughtful composition, and elegant finishing details, we created a design system that allows Sloop Rock Wines to stand confidently as a sub-brand, while reinforcing Priory Ridge Estate’s ongoing evolution and creativity in winemaking.
Priory Ridge Estate is a boutique vineyard located on Tasmania’s East Coast, just north of St Helens in the Bay of Fires region. The vineyard’s unique microclimate, mineral-rich Devonian granite soils, and proximity to the Tasman Sea create ideal conditions for cool-climate wines with distinctive character. The estate is owned and operated by the Keath family, with wines crafted by acclaimed winemaker Brian Franklin of Apsley Gorge Vineyard. All wines are matured in French oak barrels to achieve the perfect balance of depth, texture, and elegance. The introduction of Sloop Rock Wines marks a new era for Priory Ridge Estate.
Inspired by the Bay of Fires
Our design concept for Sloop Rock Wines centred on the idea of “a Tasmanian summer in a bottle.” Drawing from the breathtaking Bay of Fires lookout—overlooking Middle Finger Rock, Sloop Rock, and the surrounding rock pools—we created a minimalist illustration that captures this sense of place. By distilling the region’s dramatic coastline into simplified forms and purposeful composition, the artwork reflects the rugged beauty of Tasmania’s East Coast. This grounded, place-led approach ensures the brand is deeply connected to its origin story.
A Vibrant Coastal Palette
Bold, saturated colours echo the region’s iconic contrasts: brilliant turquoise waters set against bright orange, lichen-covered granite. This expressive palette not only delivers strong shelf presence but also instantly evokes the warmth and vibrancy of a Tasmanian summer.
Sailing-Inspired Geometry
Angular shapes were introduced to subtly reference the singular mast of a sloop sailboat—a direct visual nod to the brand’s name. A clean white-space border frames the illustration, echoing the feeling of looking out from the Sloop Rock lookout. This window-like structure adds clarity, balance, and a contemporary edge to the overall design.
Premium Finishing Touches
Metallic foil accents elevate the labels with a sense of craftsmanship and sophistication, while also helping to distinguish wine varieties such as the Pinot Gris and Rosé. The final suite of labels embodies the beauty, creativity, and coastal character behind every bottle—designed to stand proudly on the shelf while capturing the unmistakable charm of Tasmania’s East Coast.
Through the Sloop Rock Wines project, we helped Priory Ridge Estate introduce a new sub-brand that celebrates their connection to the Bay of Fires and their passion for winemaking. The brand identity and label design capture the region’s natural vibrancy and coastal serenity while offering flexibility for future wine releases. The outcome is a cohesive, elegant, and unmistakably Tasmanian visual identity—one that perfectly expresses Sloop Rock Wines’ story: a taste of place, bottled with creativity and care.