BPO


Jamsheed Laneway designed by Cloudy Co.

Opinion by Richard Baird.

Logo with graffiti spray detail and fluorescent ink print finish designed by Cloudy Co. for Jamsheed's Laneway variety

Jamsheed is a Yarra Valley boutique winery named after a Persian king that, according to ancient writings, through his fondness for storing fresh grapes in jars discovered wine. Jamsheed recently worked with Melbourne based Cloudy Co., the design studio behind its brand identity, on the launch of its new Laneway label, a variety created specifically for the growing Japanese wine bar market.

Labels with graffiti spray detail and fluorescent ink print finish designed by Cloudy Co. for Jamsheed's Laneway variety

Cloudy Co’s approach to the labels takes the geometric, iconographic, Persian inspired identity it created for the winery, reviewed on BP&O back in 2013, and gives it a bold, youthful and contemporary urban energy. This is achieved through stencil cut typography, spray paint treatment, oversized and cropped logo and a vivid fluorescent ink print finish enhanced by a heavy, bright white, uncoated board. The aesthetic, while familiar and saturated elsewhere, is grounded by a concept that is described as bringing the laneways of Melbourne to the streets of Tokyo.

Although it rejects many of the conventions of the industry, such as a high quality typically communicated through foils and a strong focus on provenance, and perhaps a little too reliant on the logo, it is distinctive within the market, impactful and well rendered, whilst clearly maintaining a strong relationship with the Jamsheed identity.

Design: Cloudy Co.
Opinion: Richard Baird

Labels with graffiti spray detail and fluorescent ink print finish designed by Cloudy Co. for Jamsheed's Laneway variety

Follow BP&O:
Feedly
Facebook
Twitter

Logo with graffiti spray detail and fluorescent ink print finish designed by Cloudy Co. for Jamsheed's Laneway variety

Labels with graffiti spray detail and fluorescent ink print finish designed by Cloudy Co. for Jamsheed's Laneway variety

If you liked this then you may also like:

Logo - Jamsheed Wines  Packaging - Winecast  Packaging - Expatrius Estate


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.