2023 AGDA Awards Finalist

The AGDA Design Awards recognise the best work in Australia across a wide range of disciplines every year. The awards aim to further the discussion about design and to stimulate the creative progress of the design industry.

With over 1730 entries and 65 jurors, Luui was thrilled to be chosen as a Finalist in the 2023 AGDA Design Awards in the Packaging/Alcoholic Beverage category for the redesign of Crittenden’s Pinocchio Wine range.

With five wines in the Pinocchio series released over the last 15 years, the previous labels had been designed on an “as need” basis, leading to inconsistent design, which looked tired and dated. Crittenden asked Luui Design to develop a new direction for the wines which would bring a modern face to the range and expand the existing Pinocchio audience. A key criterion for the redesign was to bring the series together in a more cohesive way.

The result is a fun and whimsical exploration of the characters from Carlo Collodi's traditional 19th century tale of Pinocchio. Characters, colours and visual elements were carefully selected to complement each wine and appeal to their target audience. A mixture of new & old imagery was collaged together to give a modern scrap book aesthetic, further enhanced by a premium, textured stock and gold foiling – reminiscent of pages from an antique storybook. The final designs fit comfortably in both the old world and the new. This illustrative approach has allowed the story of Pinocchio to become fluid across all five labels, whilst maintaining a consistent aesthetic and leaving room for more wines and label designs to be added to the range in the future.

The final labels were printed by the amazing team at MCC Premium Label Solutions, whose attention to detail and expert advice elevated this project to the next level.

The Pinocchio range was also shortlisted in the 2023 Packwine Design Awards for Best Package Redesign.

Image credit: Katherine Jamison