The charming image of this dog on this Shiraz label is enough to make the sale on its own. Of course, you expect there to be a story about this fetching pooch. Likely the vineyard dog that hangs around enchanting visitors. But this is Jim Jim, The Down-Underdog and his tale is much deeper.
“Selecting a harvest date for our grapes is always a challenge. JIM JIM takes all the guesswork out by eating his grapes straight off the vine when optimum ripeness has been achieved. With valuable viticultural talent and experience like this it’s no wonder that he’s important enough to have his own label.” How cool is that? Well, so cool they put the copy right on the front label.
Turn to the back and the story continues. “Bulla Bulla, Curl Curl, Grong Grong, Never Never, Woy Woy, and Wagga Wagga. These are just some of the crazy indigenous “Ozzie” (that’s what we call Australia) place names. There’s even a JIM JIM—but that’s just the other side of The Black Stump. The grapevine is so much at home in Oz that it could be indigenous. This wine displays all the attributes of the spirit of Australia. JIM JIM looked after these gropes through countless summers, keeping birds and other pests at bay so we can present you wine made from pristine quality grapes. Its got freshness, style, flavor and is so welcoming you’ll want to come back to JIM JIM time and time again.”
This has to be the best copywriting I’ve ever read on a wine label. The dog is a fabulous character. But the way they establish a sense of place with typical “Ozzie” panache and tie in notes about the vineyard and tasting experience is brilliant.
This Down-Underdog is truly a wonder dog at harvest time. The ripeness of the grapes that make this wine is evident in the plushness of fruit and depth of dark fruit flavours. Jim Jim (the wine) also over-delivers from a value perspective.
The more I look at the Jim Jim label the more I appreciate what the creators have achieved. Some say great design goes unnoticed. It presents the message without drawing attention to itself. Notice how the clean typography on the crisp, white field allows the illustration to command attention. The dog wags its tale.
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