At first glance, Omrah Crossing invites attention. The dot pattern is interesting and one wonders if it’s random or holds some significance. Unfortunately, it’s a question that only those behind the design can answer. I’ll come back to that. A closer look at the label reveals a topographical map. And wait…if you look closer still, there’s a tiny ship sailing off the right side of the label, its route marked on the map. So what’s the story? From the label, you’ll never know.
Being more curious than the average consumer I searched for some kind of meaning on the company’s website. Aha! “The SS Omrah was a steel ship that brought free-spirited adventurers from the UK to the remote and wild Great Southern region of Western Australia in the 1900s.
It was a long and difficult journey, but within, it carried the hopes, dreams and the spirit of adventurers excited to forge a new life in a new country.” Great story! Explains everything. Why not put that on the label?
Let’s look at the label in general. Omrah (the name of the ship) is the brand name. It’s set in letter-spaced serif caps with parentheses around the R for no obvious reason. I’ll make some guesses about the dots. They are not solid. There is an evolving shape transition of silver on black over the 40 dots. The shapes may indicate either phases of the moon or perhaps an eclipse. Maybe it was a 40 day journey. Again. I’m guessing. The name of the wine is Omrah Crossing. Is that a local reference? If there is some historical or geographical significance to the name it is beyond search.
Despite the missed opportunity to tell a great story I still like this label. The dot pattern alone makes it interesting. If this wine is as the back label suggests, “The adventurer’s choice.” then risking a purchase will be rewarded. The wine is fresh, with luscious peach and apple flavours, and a bit of nuttiness. Well above expectations and an exceptionally good value.
I’ve made many guesses. Any thoughts of your own? I’d love to hear them in the comments below.
