Novak Winery Classic Collection Reimagined by 43oz

The Novak Winery collection of international grape varieties represents another step in the natural evolution of the brand. Over the years, Novak has continued to expand its portfolio, working with both indigenous and international grape varieties. As the number of wines grew, it became increasingly important to give these two directions their own visual identities while keeping them connected to the same brand.

The starting point for the international range came from an existing design rather than a completely new concept. Several years earlier, our studio had created the visual identity for a limited-edition orange wine. The wine was successful and quickly sold out, after which it disappeared from the portfolio. The product had a short life, but the design itself had much more potential.

When the opportunity came to develop a distinct visual branch for the international varieties, we returned to that earlier project. Its visual language already had a strong character, so instead of abandoning it and starting again, we transformed it into a system that could work across a broader collection.

The central graphic element is the stylised stone. In the original project, it was part of a more experimental visual statement; here, it becomes a recurring sign that connects the bottles and gives the collection a recognisable rhythm. The stones are combined with calligraphic lettering that identifies the wine category, creating an immediate connection between the graphic expression and the character of the wine inside.

This approach also allowed the individual varieties to remain distinct. The visual system provides the common foundation, while typography, colour and the specific wine category create differentiation from one bottle to another. The result is a collection that feels coherent without becoming repetitive.

More importantly, the project demonstrates how an existing brand asset can evolve instead of being discarded. A design created for a single experimental release has been transformed into a broader visual language for a new branch of the Novak portfolio. It preserves a piece of the brand’s recent history while giving it a new role and a longer life.