The Underworld wine label, by Biles Hendry

Studio Biles Hendry has designed the label for a new wine called The Underworld, giving it a mock-morbid style related to how grapes are grown.

The South African Grenache Blanc has been produced by UK wine distributor Boutinot, and the design references the “depths and layers of soil” grape vines reach in “their search for water and nutrition”, says Biles Henry creative director Anthony Biles.

The label pokes fun at the overwhelming history of soil, which is made up of millions of years of sedimentation, through illustrations depicting skulls, dinosaur bones, old bottles and even flip flops.

The label is printed in monochrome, and has been inspired by the illustrations of counter-culture magazines like Oz, says Biles, in a bid to avoid “traditional” wine label design.