Dow Design delivers sustainable result for Montana

Media Release

10 MAY 2010

Dow Design delivers sustainable result for Montana Wines eco range

Dow Design has delivered a sustainable result for Montana Wines by designing the labelling for its new eco range and coming up with a name that captures the essence of the venture. The ‘Living Land Series’ celebrates Montana’s ongoing efforts to protect the natural environment that gives their wines such special character. Dow Design’s development of the packaging design also had the environment top of mind.

The Living Land Series consists of four sustainably grown premium wines from the 2009 vintage – Pinot Noir, Sauvignon Blanc, Chardonnay and Pinot Gris, now available throughout New Zealand. For every bottle purchased, $1.00 is donated to the Living Land Fund, created by Montana to support a range of environmental initiatives.

“The Living Land name provides the hook to the story. It gives a visible face to the ecological work that Montana has been involved in since the 1990s” says Dow Design Account Director, Stephanie Perrett. “Our job was to create an identity, design and name for the new range that fitted with the Montana family, stayed true to the brand's essence, personality and values, but also clearly signaled this contemporary story of sustainability.”

The bottles in the Living Land Series are lighter weight and use less glass than regular bottles, while the bottle cartons are printed on 100% biodegradable paper using water-based inks. The iconic Montana Marlborough Sauvignon Blanc 2009 is the first to use the new bottles, which will be introduced across the Montana range over time.

The eco-range does not step outside Montana's classic, refined brand style says Dow Design’s Creative Director Donna McCort. “The new design uses a macro view of a leaf, in a very beautiful, subtle way. We believe consumers value credibility as a crafted wine first, and the green story as a significant second.

It remains true to Montana’s core design concept but a natural-looking torn edge and the identifying green colour reinforce the eco positioning of the range. A separate lower label describes the detail of how the range contributes to conservation values.”

The Montana Living Land Fund will initially support the Marlborough Falcon Conservation Trust to restore and reintroduce the native New Zealand Falcon population in Marlborough. On the brink of extinction, the Falcons deter other birds that feed on grapes. The fund will also assist replanting of native vegetation and revitalisation of wetlands.

Earlier this year, Dow Design created the label design for the global launch of Montana’s Classics and Reserves ranges. The collaborative relationship also saw Dow design the commemorative monument for Montana’s flagship Brancott vineyard to celebrate 30 years of Marlborough Sauvignon Blanc.

ENDS

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