Wine labels have always been a reflection of their era, evolving alongside culture, technology and the identity of the producer. Angela Brown looks back at the evolution of the All Saints Estate labels throughout time.

In the earliest days of Australian winemaking, labels were purely functional - often simple typographic designs that focused on region, variety and maker. As printing techniques advanced through the late 19th and early 20th centuries, labels became more decorative, incorporating crests, illustrations and flourishes that spoke to heritage and provenance.

By the mid-20th century, branding began to play a more deliberate role. Wineries started to consider how their labels communicated quality, tradition and aspiration, balancing classic European influence with a distinctly Australian voice. The late 20th century saw a shift again, with cleaner, more contemporary designs emerging as producers sought to stand out on increasingly competitive shelves.

Looking back over the years, there have been various reiterations of All Saints Estate labels throughout the decades. In the 1970s the labels became quite modern, whereas previously they were quite conservative, displaying typical elements of the estate. One common theme throughout the history of All Saints Estate was the bird motif - whether it was the bird atop the crown symbol or the use of the Lyrebird in the 1980s, the bird signified a connection to nature and striking, memorable brand iconography.

At All Saints Estate, this evolution came to a defining point in 2008. Prior to this, the labels had a true heritage look and feel that reflected the estate's rich history. Following the death of our father, Peter Brown, Eliza, Nick and I decided to redesign the labels to give them a more contemporary look while still nodding to the classic heritage aesthetic. Drawing on the architecture, story and sense of place that define All Saints, the labels became a bridge between past and present - timeless in feel with clean white grounds, yet unmistakably of their moment, with the dominant silver logo spanning the breadth of the label.

Over the past few years we have built on this strong foundation to create new labels that fit within the brand essence while giving customers a fresh story to engage with. The bold splash of hot pink on theAll Saints Estate Blosslabel, for example, was designed to convey the fun and frivolity of this off-dry wine and appeal to the audience we were hoping to capture. The name came from a nickname our dad had for Eliza and me - Bloss, short for Blossom. We wanted something playful with a story worth telling.

Another wine that takes a slightly bolder step away from the main range - while still sitting neatly within it - is theAll Saints Estate Rosa. Named after our grandmother on our mother's side, Rosa, the wine draws on her story to reflect the lightness and warmth of a great rosé. The family connection gives customers something personal to hold onto behind the label.

TheAlias IIwine and label was born out of drought conditions and a trip to France the three of us took together. We wanted to make a wine that spoke of place and showcased our beautiful Muscadelle, but approached it in an unexpected way - as a table wine.

TheMuseum MuscatandMuscadellepackaging came from another memorable trip, this time inspired by the elegance of Cognac bottles and the world of perfume. It led us to ask what packaging this wine truly deserved - and the answer was a beautiful bottle that could be kept as a keepsake long after the wine is gone.

One of the most meaningful wines in the range isPierre. Dad first created this blend in 2005 - it was made for steak, his favourite dish, which he described simply as ‘steak on a plate.’ This Bordeaux-style blend became synonymous with him. When he passed away suddenly not long after, Eliza, Nick and I decided to carry the blend forward and make it better every year, as a way of honouring him.

Looking across the range, every label has a reason for being. A memory, a person, a moment in time. That feels right to us - because that is exactly what the wines themselves are.

Don't miss our upcoming annual Museum Release, unlocking in July, to get more insight into the evolution of our labels - and of course the wines themselves!