WEAVE Blends Rugged Beauty with Refined Design

Navigating the wine aisle is as much a challenge for consumers as it is for wine brands. In a sea of competing labels, Tasmania’s Devil’s Corner needed a packaging refresh that could command a higher price point and deliver stronger brand presence—all while retaining the unmistakable rugged rawness it’s famous for.

Devil’s Corner is one of Tasmania’s most recognised wine brands, but with an increased price point for the core range, the existing packaging was starting to fall short of expectations. The labels—featuring a wrap-around format, heritage ship motif, and ‘curly wave’ illustrations—felt busy, tired, and inconsistent on shelf. If the price was going up, the perception needed to come along for the ride.

The redesign approach by Melbourne-based branding agency WEAVE was anchored in the elements that carried strong brand equity—most notably, the HMS Resolution ship icon. Originally developed by the agency years earlier, it had since become the brand’s most effective DBA (distinctive brand asset) on shelf.

The legacy ‘curly wave’ illustrations—originally carried forward from past packaging to aid consumer recognition—were identified as a barrier to premiumisation. In their place, WEAVE introduced bold, viscerally painted brushstrokes that conveyed the power of rough ocean waves, adding depth and artistic sophistication to the labels.

Additional enhancements included a refreshed Devil’s Corner lock-up, a more deliberate colour system to maintain varietal differentiation while enhancing premium feel, and the consistent use of a black capsule across both reds and whites—borrowing contemporary cues from the brand’s iconic cellar-door architecture.

To complement the new packaging, WEAVE art directed product photography that  captured the rugged, elemental beauty of Tasmania’s east coast: jagged coastlines, smoky undergrowth, wild dunes, and windswept rocks.

The result was a refined, contemporary redesign that distilled the brand to its most distinctive, ownable elements—anchored in Tasmania’s distinctive rugged beauty.