Morrisons ‘The Best’
West Australian Chardonnay

For Morrisons’ ‘The Best’—a wine range dedicated to exceptional quality and distinctive character—three design territories were proposed, each inspired by the landscapes and stories of Australian winemaking. While the first two concepts paid homage to Frankland River, a celebrated sub-region in Western Australia, it was Concept 3 that truly captured Morrisons’ imagination.

This winning direction drew from the remarkable life of Thomas Braidwood Wilson—an 18th-century explorer, surgeon, and passionate botanist. His journeys through uncharted Australian terrain and his fascination with native species laid the foundation for a label design rich in narrative and nuance.

The visual identity came to life through a palette of muted off-whites and rose gold foiling, evoking the elegance and freshness of a well-crafted Chardonnay. Hand-drawn illustrations, inspired by Wilson’s botanical interests, are layered with precise, surgical cuts—a deliberate contrast that reflects both his delicate craftsmanship and adventurous spirit.

In blending history, nature, and modern refinement, Concept 3 doesn't just tell a story—it invites you to taste it.