When Scarpantoni Wines set out to refresh its Fleur sparkling range, the brief was clear: lift shelf presence while respecting the heritage of a McLaren Vale producer whose roots stretch back to 1958.
The solution came through a carefully balanced combination of design restraint, premium embellishment and a tactile substrate – Manter Brillante White Felt from Spicers – brought together through collaboration between design studio Byerlee Design and label converter Label Avenue.
The refreshed label design centres on a refined Fleur script that preserves recognition for loyal customers while introducing more pronounced premium cues. According to Dave Byerlee, managing and creative director at Byerlee Design, the challenge was to elevate the packaging without losing the familiarity that long-standing drinkers associate with the brand.
“Our aim was to deliver a timeless refresh of Scarpantoni’s existing Fleur sparkling range,” Byerlee says. “Scarpantoni has been a cornerstone of McLaren Vale since 1958, so the new chapter for the sparkling range required careful consideration to honour both heritage and loyal customers.”
A textured substrate was specified early in the design process, shaping the creative approach that followed. With a felt-marked stock confirmed, the design team leaned into negative space, foil detailing and a chisel emboss to let tactility do the work.
“Knowing we were working with a felt stock allowed us to embrace negative space and finishing techniques,” Byerlee explains. “Rather than overworking the artwork, we could let the texture, foil and emboss elevate the label.”
Substrate choice drives premium cues
Manter Brillante White Felt was selected for both aesthetic and practical reasons. Its natural grain delivers a premium tactile finish, while the thicker face stock allows deeper foil and emboss impressions – a critical factor in achieving the desired luxury effect.
Wet-strength durability was another key requirement. Sparkling wines often spend time in refrigeration or ice buckets, placing significant demands on label performance.
“The previous Fleur range was printed on a thinner cast gloss stock,” Byerlee notes. “Moving to Manter Brillante White Felt represents a significant upgrade and has transformed the perceived value of the products.”
Supplier perspective
Napil Abdel, national sales manager – labels and packaging materials at Spicers, says the Manter range from Fedrigoni was developed for premium wine labelling.
“The Manter range represents the pinnacle of premium wine labelling for wineries seeking distinction both on shelf and in hand,” Abdel says.
“Brillante White Felt has been designed specifically for the demands of high-end wine presentation, delivering outstanding embossing definition, rich foil and varnish capability, and impeccable print clarity.”
He adds that the substrate combines luxury presentation with reliable converting performance and advanced wine-grade adhesive technology suited to a range of bottle types, from structured reds through to sparkling wines.Importantly, Abdel notes, the material balances premium aesthetics with commercial practicality.
“Brillante White Felt achieves this premium positioning while remaining commercially cost-effective, offering wineries a solution that balances luxury presentation with production practicality and consistent converting performance.”
The paper itself is produced from ECF pulp with 30 per cent post-consumer recycled fibres, is FSC-certified and incorporates wet-strength treatment to maintain integrity in chilled and humid environments.
Collaboration across the supply chain
Early alignment between designer, converter and material supplier proved essential to achieving the final result.
After Spicers introduced the Manter Brillante White Felt substrate, Byerlee Design specified it for the project, with Label Avenue confirming it met the technical and budgetary parameters.
Tony Leak, general manager of Label Avenue, says the production team was able to validate the stock against wet-strength requirements, finishing techniques and application performance before the project moved into production.
“The thicker face stock and natural texture held the foil and chisel emboss beautifully without compromising production,” Leak says.
For Abdel, that early collaboration is critical on projects that rely heavily on embellishment.
“Engaging material suppliers, designers and converters at the concept stage ensures that creative vision, material selection and production realities are aligned,” he says.
“Designers can optimise artwork and embellishment techniques to complement the substrate, while converters validate print, finishing and application performance before production begins.”
Early market response
Although the refreshed Fleur range has only recently launched, early feedback from distributors and customers has been strong. The updated labels have delivered greater shelf impact and stronger premium cues – helping Scarpantoni reintroduce the range at a slightly higher recommended retail price.
“The wines were always exceptional,” says Byerlee. “Now they also look the part.”
The project illustrates how thoughtful substrate selection can influence not only the tactile experience of a label, but also the creative direction, finishing potential and commercial positioning of a packaging redesign.
This article was first published in the March-April 2026 edition of Print21, page 24.