Tasmanian designer, Demelza Rafferty, helped bring an idea into reality.

Amid the sweeping banks of Tasmania’s Tamar River lies Black Rabbit Wines, its name drawn from an unexpected visitor. A lone black rabbit often wanders the vineyard rows — quiet, watchful, elusive. Its presence sparked the phrase, “I watch, I wait, I spy a black rabbit,” which became both the label's namesake and its creative spark.

This single-varietal vineyard presented a rare design challenge: multiple vintages, all Pinot Noir, each requiring its own identity. To avoid repetition while honouring the wine's continuity, we introduced a series of bespoke rabbit illustrations — the same creature, constantly shifting in posture and movement.

With each bottle, the rabbit changes, capturing a sense of vitality and play that mirrors the living character of the vineyard itself. The approach not only distinguishes each vintage at a glance but also tells an ongoing story, giving the label charm, energy, and a quiet nod to the spirit of place.

Demelza Rafferty is a graphic designer, illustrator and creative director, and a graduate of the University of Tasmania with a Bachelor of Fine Arts. In 2018, she returned to Tasmania and established her own studio. Working with clients including the Museum of Old and New Art (MONA), Arts Tasmania, The Agrarian Kitchen, restaurant Scholé, and the Salty Dog. Alongside an ever-growing number of boutique Tasmanian products and vineyards such as Liminus Perfume, Ghost Rock, Atom, and Bluff Spirits, to name but a few. Her practice increasingly spans physical and conceptual work, including packaging, event and exhibition design, textile and ceramic products, and public artworks.

Take a look at Demelza’s portfolio on her website. She's always hungry for more. Throw some work at her and explore what she’s recently been up to on Instagram.