In December 2023, the prestigious jury of the PLD Innovation Awards, which included renowned brands such as Moët Hennessy, La Martiniquaise, Rémy Cointreau, and many others, convened to evaluate the entries. The finalists and winners of these esteemed awards were announced and celebrated at Paris Packaging Week in January 2024.

Category: Mass Market Innovation (€15 - €30)

Cherubino Wines, a distinguished Western Australian company led by Larry and Edwina Cherubino, is acclaimed for its exquisite varietals. Their Pemberton vineyard, Channybearup, stands out for overcoming the region’s grape-growing challenges, enabling Larry to craft wines of unique character and exceptional quality. Focused on purity and clarity, Cherubino Wines employs organic, sustainably-produced, hand-picked fruit with minimal intervention in the winemaking process.

Our challenge was to create a distinctive, innovative brand that embodies this philosophy and quality. The goal was to craft a brand that aligns with the prestigious Cherubino name yet stands apart from its other labels, reflecting a price point of $AUD40.

Fulfillment of the Brief: Technical Innovations and Challenges

The genesis of the idea came from a simple yet profound statement by Larry during the creative briefing: “on the fringes is where you get the greatest reward.” This philosophy inspired the brand name and packaging design, pushing the boundaries of creative winemaking.

The design of "On The Fringe" features Larry’s quote, handwritten by him, positioned at the very bottom edge of the label. This strategic placement creates a tension with the negative space of the empty label, drawing the eye to the partially torn quote, which emphasizes its extreme and unusual positioning. This unique design element was made possible through technology developed by MCC label printers, where each label is individually torn to reflect the handmade nature of the wine.

Why On The Fringe Deserves an Innovation Award

The innovative packaging of "On The Fringe" by Denomination deserves to win the Innovation Award for several reasons. First, it effectively translates the winemaking philosophy of Larry Cherubino into a tangible and visually striking design. The handwritten quote on the edge of the label not only adds a personal touch but also symbolizes the bold and boundary-pushing nature of the wine itself. The use of individually torn labels highlights the handcrafted quality of the wine, aligning with the brand’s commitment to purity and minimal intervention.

Furthermore, the design’s ability to stand out on the shelf while conveying a story of innovation and quality sets it apart in the competitive market. The combination of aesthetic appeal, technical ingenuity, and the deep connection to the winemaking philosophy makes "On The Fringe" a deserving candidate for the PLD Innovation Award.