Trip Out With This Retro Inspired Label for Pedro Ximenez Wine

by Natalie Mouradian on 11/14/2017 | 2 Minute Read


This wine label is seriously trippy. Inspired by psychedelic posters from the 60s and 70s, Athlete created the packaging for Pedro Ximenez, a white Spanish wine.


“Pedro Ximenez is a sweet Spanish white grape variety. Although having made somewhat of a resurgence in Australia in recent times, for many years it was considered a ‘retro' grape of a bygone era, due to its prevalence in the late 1960’s and early 70’s. Dirty Row Wines asked us to touch on this sense of nostalgia for the label design of their interpretation of the wine. Working with illustrator John Draper, we developed a label inspired by the psychedelic art of the late 1960's.

No hallucinogens were taken during the design of this label.”


Agency: Athlete
Designer: Mark Harley
Illustrator: John Draper
Creative Director: Mark Harley
Client: Dirty Row Wines
Printer: Labelhouse
Location: Melbourne, Australia

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