Hills Appeal
A blend with purpose
Hills Appeal was a pro bono wine label created to support the Adelaide Hills Wine Region after the 2019 bushfires, which destroyed nearly 30% of vineyard plantings. Twenty-one winemakers contributed to a limited 2019 Syrah Meunier, with all proceeds reinvested into the fire-affected community.
Client: Adelaide Hills Wine Region
Services: Naming, Concept Development and Packaging Design
Credits
Agency • Liquid Ideas
Photography • Steven Woodburn
The Challenge
The brief was to design a label that acknowledged the gravity of the moment without dwelling on loss. Instead of focusing on devastation, the visual direction needed to feel hopeful, forward-looking and celebratory of the region’s strength.
The Approach
The identity centred on vibrant colour and abstract topographic forms inspired by the Adelaide Hills landscape. Rather than referencing fire directly, the design expressed regeneration and movement — suggesting growth, contour and continuity.
Working within a condensed timeline, the label was developed through focused rounds of refinement, balancing bold visual impact with simplicity to ensure strong shelf presence. The final design was supported by launch imagery and media rollout as part of Liquid Ideas’ broader earned media campaign.
The Result
A total of 10,800 bottles were produced, with proceeds supporting grape growers, winemakers and vineyard owners impacted by the fires. The wine was recognised not only for its quality, but for the collective generosity behind its creation — multiple producers donating barrels to form a unified blend.
The optimistic visual identity reframed the narrative from loss to solidarity, positioning Hills Appeal as both a fundraising initiative and a symbol of community strength within the Australian wine industry.
