Behind The Label: Betty’s Game Rosé

We’re stoked to introduce you to Malin AKA Mali Mal, our talented new graphic designer (and Jurassic Park enthusiast) who was tasked with creating a unique wine label for our latest rosé, Betty’s Game. 

Kickstarting her career as a photographer under the guidance of Superstudio in Sweden, Malin moved to Melbourne in 2012, where she studied graphic design and eventually, founded her very own design studio with a friend in 2016 - working on beer labels to bar interiors (The Hack, Port Melbourne) and everything in between, including Limp Brisket BBQ. 

Recently joining the ‘Fo as our go-to design guru, we sat down with Malin to talk about the inspiration, challenges and the design process behind Betty’s Game rosé. 

What’s the inspiration behind the label?

I wanted to create something different to your ordinary rosé wine label. Typically, rosé wine labels are pretty and feminine - we wanted to flip that expectation.  

One amazing thing about being a designer at Vinomofo is that I’m actually encouraged to create something out of the ordinary. Something that makes a statement. This opens up the whole world for a designer, complete creative freedom can be tricky. After some brainstorming and thorough research, I started getting excited about Heathcote’s heritage, ancient soils and surroundings. I knew that I wanted to play on the history of the land (in an abstract and fun way), which led me to the idea of dinosaurs and how once upon a time, they roamed this beautiful landscape.    

When you think of rosé wine labels, you don’t really think of dinosaurs - why did you decide to go down this path? 

I mean, who doesn’t like dinosaurs? The inspiration behind Betty and her peculiar eye came from a scene in The Lost World: Jurassic Park. A little boy wakes up and sees a dinosaur staring into his bedroom window. Personally, a very memorable scene from my childhood. 

What were the challenges? 

There were a couple of challenges during the design process. First of all, time (queue all designers nodding). Our rosé wouldn’t wait any longer and wanted to get bottled. The deadline for this project was super tight, but with a good, hardworking team working on it, we got it all done. 

I also made myself a design challenge. I wanted to limit myself to only use the default colour swatches in Illustrator. A fun challenge when you have a very open brief. 

Normally, you would choose a wine name before you designed the label but in this case, it was flipped - what was that like? 

Not having a name when coming up with a design concept was definitely a challenge. It was heaps of fun seeing all name suggestions coming in from Instagram. I started liking all female names that were coming in and I felt that my dinosaur should have a proper name. Betty! 

Betty’s Game came to be a bit later. The word game is open for discussion. Does it symbolise Betty’s hunting game? Is it game over for Betty? Or, if I go deep for a minute... is everything just a game? Adding a dinosaur to a rosé wine label is a bit of a gamble, but it was a risk I wanted to take - game on. 

What’s the first impression you want people to have when they see this wine label? 

I want people to be surprised and question the dinosaur. It’s not a design you would see on most wines, especially on a rosé bottle. Hopefully it can spark a conversation over dinner and get people talking about design (and dinosaurs) and its influence on the wine industry.

What was the design process like? 

To begin with, I researched the wine region and the grape to get to know the basics about the product. I then brainstormed to find interesting elements that were specific to this wine. 

Next I did research on other labels, not only wine - this is a great way to find inspiration, pick a shape/size and colours. After that I created a mood board, which works as a constant inspiration in the background. I then started sketching on rough ideas and layouts, when I felt like I had a clear idea of what I was going to do, I moved on to the digital illustration. 

What would you drink this wine with and when? 

Cheese! A creamy brie and a bottle of Betty’s Game sounds like the perfect combination on a warm spring night. When? Any day works for cheese and wine. 


Betty’s Game, made by winemaker Adam Foster (Foster e Rocco and Syrami) will be available to buy mid-September 2018. Follow Malin’s design journey here.