Type Directors Club Shares Winning Designs: Jason Kernevich’s Judge’s Choice Pick

This year the Type Directors Club is celebrating its 65th anniversary. The TDC typography competition was established 57 years ago and is still the world’s premier showcase for beautiful typography. Last year this unique design competition attracted over 1,500 entries from 32 countries. Every month, the Type Directors Club will be sending us one of the judge’s picks to share on the HOW blog. So check back often to see the best examples of great typography. Designing with type is one of the most cost-effective design solutions, but it takes a real master to craft amazing typography. Here’s this month’s judges’ pick:

Jason Kernevich’s Type Directors Club Judge’s Pick

First and foremost I was drawn to this label design for its quality as an image. It stands out from what we’ve all come to expect from even well-designed wine labels simply by being a charming and abstract graphic. But it’s also a bit devious. Spend a little time with it, and thin rules and slight angles reveal letterforms. By the time you make out the words—about half the time it normally takes to decipher the make and model of anything good, red, and French—you’re hooked. Turn the bottle over and you’re told the story of Tilly Devine, the infamous madam, bootlegger, jailbird, and wino from Down Under whose name has become Aussie slang for wine. You can almost hear her cackling as you read.

Type Director's Club Judge's Choice winner

DESIGN: Kellie Campbell-Illingworth, Adelaide, Australia; CREATIVE DIRECTION: Matthew Remphrey; LETTERING: Kellie Campbell-Illingworth; DESIGN OFFICE: Parallax Design; CLIENT: Antipodean Vintners; PRINCIPAL TYPE: Akzidenz-Grotesk, Newzald, and hand lettering; DIMENSIONS: 7.7 × 6.7 in.

TDC Design Competition Winner Statement

When Antipodean Vintners produced a super premium McLaren Vale Shiraz, they named it Tilly Devine after the notorious Sydney madam and bootlegger of the 1920s. So successful was Tilly’s bootlegging operation that her name was adopted as rhyming slang for wine. In her heyday, Tilly Devine could be found either behind prison bars or in cocktail bars. We chose this idea to drive the packaging solution. The label features what at first look appear to be prison bars. Closer inspection reveals the words Tilly Devine appearing behind the bars. To continue the theme, the label copy is written in Australian rhyming slang.

Learn more about the Type Directors Club and see more amazing typography in the TDC book Typography32.

For more resources about typography, visit My Design Shop.Type Idea Index by Jim Krause

Type Idea Index by Jim KrauseThe basic principle behind Type Idea Index is simple: ideas breed ideas. If you are looking for new ways of employing type in your works of art and design (or new twists to apply to your current typographic techniques), open Type Idea Index. You’ll find yourself face-to-face with 650+ custom-created, idea-sparking examples of typography and type-intensive design. For maximum user-friendliness, these samples are organized according to the theme they express (Energy, Elegance, Order, Rebellion) and the sort of real-world application they relate to (initials, monograms, logos, headlines, paragraphs).