A Wine Collection Perched in Tradition, Rooted in Heritage

The vibrant Hariyal— state bird of Maharashtra, India— prominently featured on the label, serves as a powerful symbol of the land the wines originate from. Spotted sunning on treetops in the estate-owned vineyards in Akluj, this bird never sets foot on the ground. Serving as an inspiration to the winemakers at Fratelli, it reflects in the finesse of the Master Selection wines.

Fratelli Wines is India's largest privately owned wine estate. It offers a diverse portfolio, including single varietals, blends, and special selections with around 20 distinct wine types available.

Fratelli Vineyards craft wines that embody generations of love and tradition. Each bottle carries a rich legacy of the brand's history.

Fratelli's Master Selection (MS) range is a signature collection of wines, featuring a red, white, and rosé, created by renowned winemakers Steven Spurrier and Piero Masi, known for their elegant and exceptional quality. With lots of new players in the market, the task was to revamp the existing labels while staying true to Fratelli’s roots - celebrating wine in its natural habitat, and inspiring a feeling of sipping the terroir.

We wanted something that pulls at the wine drinkers’ heartstrings- a story that resonates with the Fratelli Master Selection ethos. The merry flight of the Hariyal captures that very aspect, while finding its footing on the Master Selection label between the M and S letterforms.

“You can’t put your feet on the ground till you’ve touched the sky.”
- Paul Aster

The idea was to use design elements that celebrate the rich culture of the terroir - from the presence of the indigenous Hariyal, adorned with a bejewelled crown, to the introduction of Devnagari typography in the Master Selection logotype. The crown also serves as a beautiful motif on the neck of each bottle.

Colours were chosen to match the varietal colours- with foiling in gold for the Sauvignon Blanc white wine, rose gold for the Sangiovese Rosé wine and deep metallic red for the Shiraz Cabernet red wine.

Lots of print iterations were done to arrive at the final labels. A textured Alabaster White paper stock was chosen after rounds of sampling. Foiling highlights the jewels in each crown, along with the supplemental Devanagari type and the varietal name. The subtle detail of the UV coating on elements of the Hariyal’s anatomy, the Master Selection logotype, and the Fratelli branding, and an emboss on the Hariyal add a layer of depth and texture to the labels.

Scale was kept in mind while developing a repository of brand assets. A single colour version of the Hariyal bird was crafted for easy implementation on wooden wine casks. A vineyard backdrop was crafted to create a visual world for the brand- a perfect setting for the Hariyal. A compact circular logo unit was crafted for signage and Point of Sale application.

The wines are being celebrated globally and have won multiple global wine packaging awards.

They were recently displayed at the Jaipur Literature Festival and India Art Fair 2025.

The flock of Hariyals perched atop shelves at the airport duty free look striking and attract not just first time buyers but also wine connoisseurs looking for the perfect gift-worthy wine.

For the Fratelli Master Selection Hariyal, the sky is the limit.