WA’s MadFish Wines celebrates 30 years with new label design by local artist Kyle Hughes-Odgers

MadFish Wines continues to champion its Western Australian roots with the unveiling of a brand new label, designed by South West multi-disciplinary visual artist Kyle Hughes-Odgers. The new label is a bold and colourful entrance into the iconic WA brand’s 30th year.

MadFish Wines was born from winemaker Jeff Burch’s love of the wild South West coastline, with the quirky name deriving from MadFish Bay where two opposing tides collide, causing schools of fish to jump from the water. The coastal location of MadFish not only provides a stunning backdrop for the region’s vineyards but also contributes a fresh crisp flavour to the wines.

Since its inception in 1992, MadFish has been embedded in the culture of the South West so its collaboration with local artist Kyle Hughes-Odgers (pictured) is a fitting one. Hughes-Odgers is well known for creating large scale visual murals in cities around the world, with much of his work inspired by nature and expressed through colourful lines and bold shapes. His design for the new-look MadFish range features abstract interpretations of the region’s landscape which is brought to life through Hughes-Odgers’ signature style and a colour palette that reflects both land and sea.

“I created over 30 abstract paintings based on photographs I took around the Margaret River region and the winery. From these 30 images the final 13 were selected. I did this as I wanted the works to be non-literal but based on landscapes connected to the south west and around the winery.” says Kyle Hughes-Odgers of his design process.

“My process is quite similar for smaller scale works as my large murals – except for the scale of materials. Everything begins as a smaller concept. If the composition works small then it will work larger.”

MadFish Wines Founder Jeff Burch says of the new label: “Although the landscape here is rough and rather dramatic, the wines that are born from it are surprisingly smooth and refined, yet still possess the beautiful liveliness of the region. It is exciting to see how Kyle has captured this unique feel through his designs.”

The 13 final designs were selected to match each wine variety in the MadFish range. The work is then printed on a lightly textured white label stock and finished with MadFish Wines’ distinct script logo. The varietal is printed in a matching colour scheme to the artwork, connecting the artwork through the entire label.

The MadFish range features a wide array of varietals including a bright and refreshing Prosecco; delicious and approachable whites like the Riesling, Chardonnay and Sauvignon Blanc Semillon; a moreish and food-ready Rosé; and rich juicy reds like the Grenache, Pinot Noir, Shiraz, and Cabernet Merlot. The range retails for $18 and is widely available in liquor stores across the country.

The newly refreshed MadFish Wines will be available from August at select wine retailers and online at www.madfishwines.com.au.