SAMu Wines

Established in 2015, SAMu Wines is a Small Batch independent boutique wine producer with a focus on exploring new and interesting alternative grape varietals.

SAMu has a double meaning referring not only to the owners name, Sam Underdown, but also draws on eastern Zen culture where it means “work which is done with mindfulness”. The definition of mindfulness is; “a technique in which one focuses one’s full attention only on the present, experiencing thoughts, feelings, and sensations”. This was the basis of the brief for the new label.

Our solution uses abstract paint textures inspired by Rorschach tests. The texture has a dynamic, creative feel which is open to the thoughts and interpretation of the consumer. The colour selection is directly related to the variety. The label also includes a large area of black which provides contrast to the colour treatment and silver foil, reflecting the quality of the product.