Wine Label Design | Brenden Schwartz from BRAVO Design and Orpheus & The Raven
Great wine is great wine, regardless of the packaging. Crappy wines are crappy wines, regardless of packaging. Orpheus & The Raven are great wines in incredible packaging!
Brenden Schwartz
I first discovered these wines through their beautifully designed labels - and went on to be captivated by the wines and the stories woven around each wine. These detailed illustrations are the work of Brenden Schwartz, the Owner and Creative Director at BRAVO Design - an award winning design agency who specialise in packaging.
Together with winemaker Etienne Louw, he is also the co-founder of the Orpheus & The Raven brand and the wonderful imagery and stories that they tell together through wine, design and song.
Over the years, I've often been asked to recommend wine label design agencies. I have many emails that prove that BRAVO has always been at the top of this list. Once I discovered the connection between Orpheus and BRAVO, it all made sense.
In this final interview of the series I shoot a few questions at Brenden, the design half of this talented duo.
Question 1: I am guilty of choosing wines by their labels. Perhaps, because of Instagram, more so than others. For me, there's a correlation between considered label design and the wine inside - the attention to detail given to the outside generally reflects the attention given to the wine inside. However, consumers are often dubious about excessive attempts to grab their attention and money. Is this balance between award winning, hedonistic design and consumer opinion something that you consider in your work?
I absolutely consider this balance in my work. A great wine label should tell a story, draw the eye, and communicate the quality of the wine inside without feeling excessive or over-designed. It should inspire curiosity while remaining authentic.
For Orpheus & The Raven, I leaned into mythology and the artistry of storytelling, drawing inspiration from grand masters like Albrecht Dürer of the Renaissance. Crafting a label isn’t just about aesthetics—it’s about earning trust through both design and substance. The intrinsic qualities of a wine are just as important as its outward presentation. If the wine doesn’t deliver on quality, even the most beautiful label becomes meaningless.
'Crafting a label isn’t just about aesthetics—it’s about earning trust through both design and substance.' 'If the wine doesn’t deliver on quality, even the most beautiful label becomes meaningless.'
2. Do you find that, generally speaking, consumers value the same qualities as creatives? Or do you find that your personal standards differ from the public? If so, how do you resolve this in your final design (in terms of finding the balance between the client's requirements, your expertise and consumer preferences).
This is the challenge of commercial design: walking the fine line between creativity and marketability. A brand must be original yet scalable, striking a balance between artistic integrity and broad consumer appeal. Often, what designers value in a label differs from what consumers look for. At Bravo Design, we resolve this by deeply understanding the target audience—ensuring that our work resonates on both a creative and commercial level. Ultimately, it’s about aligning the client’s goals with what the market will respond to.
A brand must be original yet scalable, striking a balance between artistic integrity and broad consumer appeal.
Question 3: Front labels are, arguably, most consumers' first introduction to a new wine brand. In your professional experience as a brand agency owner, what do you think makes for a great wine label design?
A great wine label captures attention and tells a story in an instant. Typography, color, and imagery all play a role, but it’s the concept behind the label that makes it truly memorable. For Orpheus & The Raven, mythology and narrative are central to the brand—each wine tells its own story, drawing people in and inviting them to engage. It’s not just about aesthetics; it’s about creating a conversation and leaving a lasting impression.
It’s not just about aesthetics; it’s about creating a conversation and leaving a lasting impression.
Question 4: I'm notorious for disregarding back labels as I find the information inconsistent in terms of useful information for wine enthusiasts. What do you think back labels should include…perhaps a better question is: what information do you think wine packaging should include?
Back labels are often overlooked, but they shouldn’t be. They should enhance the consumer’s experience rather than be an afterthought. While they must meet legal requirements, they can also be a considered part of the brand’s storytelling rather than just a regulatory necessity. A well-designed back label can add depth to the experience, reinforcing the wine’s identity and giving the consumer something meaningful to connect with.
Question 5: Orpheus & The Raven has incredible design that any illustrator would die to work on! I started on the Swansong because you hooked me with the story. What I was slow to realise is that each wine has its own story...that you tell so well through imagery, names and words. Irrespective of who I talk to, people respond so very positively to them. Did/do you find it hard to design for a personal project? And why?
Designing for Orpheus & The Raven has been both a challenge and a joy. When a project is personal, the stakes feel higher—you want every detail to be perfect. At first, it was difficult to step back and view the brand objectively, but once the core concept landed (which took time), everything else flowed naturally. Having a clear and unified story behind the brand made the creative process incredibly fulfilling.
An accomplished, award winning designer who has co-founded a wine brand that makes fantastic wines? There was no need to ask Brenden for a wine recommendation. But I asked, just to be sure:
It’s hard not to call out Orpheus & The Raven as my favorite label—it’s deeply personal, and it embodies everything we stand for: authentic storytelling and strong design, creating a brand that transcends trends and speaks to a timeless audience. That said, I admire labels that push boundaries or break convention in meaningful ways. A design that balances creativity with clarity will always capture my attention—and yes, I usually love the wine inside too!
CoGW: read my thoughts on the Orpheus & The Raven No 42 here.
Brenden is one half of The Vinoneers and the Orpheus & The Raven Brand. His co-founder is Etienne Louw, a talented winemaker who is also a classically trained musician and can often be seen strumming his guitar at events and on the Orpheus & The Raven's IG posts. Within the brand, he is represented as Orpheus with his lyre. Brenden is represented as the Raven, derived from his family crest. As much as Brenden's creative skills are beautifully apparent in the label, the concepts and the stories being told are those of both men.
Connect with BRAVO Design or Orpheus & The Raven
Orpheus & The Raven Website: Orpheus & The Raven | Instagram: orpheusandtheraven
BRAVO Design Website: bravodesign.co.za | Instagram: bravodesign_packaging
See the previous interviews about Wine Label Design with Instagrammer and wine aficionado, Nicolas from FamousWine, and Neil Tully MW who is the Founder and Creative Director at Amphora.
