Good Claude

MAY 2026

Good Claude Wine Branding

University Project
Identity, Print, Packaging, Web

The brief for this project involved generating a visual identity for an alcoholic beverage brand, including a set of four labels. Alongside this core brand, I’ve developed additional supporting collateral in order to communicate a cohesive and impactful brand story.

Good Claude is a small, boutique vineyard owned by founder and sole winemaker Claude Pepperman. Claude’s ethos and craft are rooted in authenticity. Hence, it was critical to deliver a product that felt handcrafted and unconventional, yet maintained a level of elegance that mirrored the quality and care put into the wines themselves.

In Claude’s style, the project began with pencil scribbles on paper. The Good Claude brandmark references his earthy upbringing (an inevitability with a botanist and a winemaker as parents) and his fascination with finding the beauty in the mundane. That handmade approach was nurtured in every step of the project, through a woodcut logomark and a custom four-part linocut artwork by Claude’s wife, Monique Pepperman. The imperfect textures evoke an identity of originality and complexity that can’t be faked. From the monotone colour palette to the weighty label stock, every element is selected to let the most important part of the brand shine–the people.

Good Claude is all about stories and less about sales. The brand aims to attract conscientious experiential drinkers within the domestic wine market. The hand-stamped corks and wax emblem seals provide a considered experience for drinkers as they open the bottle, inviting them to be part of the story. Sitting at a mid-range price point built for premium everyday enjoyment, the Good Claude 2026 series is made to resonate with people who have a curious palate, a big heart, and a soft spot for supporting local.

MOVE ME AROUND!

TRADE STALL DESIGN

PREVIOUS

(CLOSE)

NEXT

INFO

↑

CONTACT

FOLLOW