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  • 20 Oct 2017

Algorithm helps rejuvenate hallmark Australian wine

One of Australia’s renowned wine names, Preece has been brought back to life a contemporary label redesign.

Victorian winery Mitchelton Wines has reintroduced Preece with a label design developed by Melbourne-based design agency Future Days.

Using generative design software, the labels are created via an algorithm that relies on the wine's historical data, intricate line work and natural color palette.

As a result over 30,000 unique front and back labels have been created using site details and data points specific to the grape and vineyard. As a result, no two labels are the same, it is claimed.


Henry Mendelson is Labels & Labeling's Oceania correspondent.

He covers labels and packaging printing developments in the Australasia region for the publication.

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