Reviving one of the oldest wineries in the Yarra Valley

Established in 1862 as one of the first wineries in Victoria’s Yarra Valley, St. Hubert’s helped position the region as a premium wine producing area. St Hubert’s has a long history of producing outstanding Cabernet Sauvignon and today continues to be lauded for its portfolio of cool climate wines which also include Chardonnay, Pinot Noir and Roussanne - St Hubert’s Winemaker, Greg Jarratt.

We were approached by Treasure Premium Brands, to help revive St Hubert’s. With a multi-million-dollar cellar door expansion on the horizon, the St. Hubert’s brand which hadn’t been touched in over a decade, was in need of an evolution across its bottles.

The overall aim was to honour St. Hubert’s history while modernising its presentation. Each range was heavily influenced by historical colours and details but reinvigorated into modern context. The label is inspired by the architectural lines of the new cellar door, organically rising above the vineyard landscape. Illustrated to make it look forward towards the future, the new crest is surrounded by lush, native flora and fauna.

An integrated monogram doubles as a cross above the stag’s head, referencing Saint Hubert’s The Hunt, a story close to the winery’s founder Hubert de Castella. The wordmark was inspired by the Victorian typography of the original St Hubert’s wine labels.