ABOUT

Pushing boundaries is what winemaker Larry Cherubino does. From natural wines, to experimental clones, to radical aging techniques. As renowned wine critic David Prestipino says “Anytime I sit down to try Larry Cherubino's new wines, there is much trepidation. Not because Larry's wines lack quality or flavour, but they honestly send a shiver up my spine.”

So when Cherubino decided to experiment with the aging of traditional varietals such as Chardonnay and Riesling as well as contemporary blends such as Cabernet Nebbiolo, he was always going to challenge conventions. Not content with using traditional oak barrels to age the wines, he instead imported individual special clay cement ovoid tanks - AKA giant “eggs” - from France. The vertical ovoid tank takes advantage of the micro-oxygenation that is made possible by the clay-cement material. In this giant “egg”, the lees are continuously forced upward by an internal current resembling a vortex. The result is the ability for the winemaker to push varietals such as Chardonnay in a new direction. A Chardonnay wine aged in an “egg”, for example, will have voluptuous mineralogy and aromatics, and a purity and texture that cannot be created when using wood. The method strips back winemaking to its essential elements and allows the fruit to shine through.

Of Italian heritage, Cherubino wanted to call the brand Uovo, Italian for “egg”, to honour the influence this unique vessel gives to these experimental wines. The brief he gave to Denomination was simple: 1. reflect the brand name, and 2. push boundaries.

With only 100 dozen cases of each varietal produced, the design needed to reflect the special, limited edition nature. Sold by hand in the winery’s cellar door, the wine would sell at approximately $75USD.

Our solution was to ensure that every element reflected an egg. From the shape of the label, to the egg shell-like texture of the paperstock, to the egg carton-like shape and texture of the gift box. Like the stripped back nature of the winemaking, the label too is stripped of any branding, copy or graphics, letting the shape alone become the unique identifier of the brand. The typography of Uovo is simple, clean and contemporary reflecting this über modern approach to winemaking.