A young Johannesburg art director and illustrator has stepped into South Africa’s wine scene with a flourish, by designing a label as bold and brilliant as the contents of the bottle.
In his first-ever wine label design, Sinenhlanhla Chauke, 26, has vividly brought the limited-edition Bellingham Masterpiece 2023 Cape Blend to life with his interpretation of one of Bellingham Wines’ founders, Fredagh Podlashuk.
The red wine is a continuation of Pick n Pay’s exclusive The Masterpiece range in partnership with Bellingham Wines. Launched in 2020 to support the wine industry, each vintage bears the work of a different local artist on the label. The gold-embossed bottle bears Chauke’s signature and biography – a self-described “eccentric African creative” from Nelspruit who founded Studio 99Perspective. “It’s a really big deal for me to have been asked by Pick n Pay to design this label. They really loved my style and variety of work, and asked how I would imagine my world of eccentric, African, expressive creativity and perspective living and existing on a wine bottle.
“This year, the wine is a Cape Blend of Pinotage, Pinot Noir and Cinsault, produced and bottled by the Bellingham winemaker Richard Duckitt,” said Pick n Pay Head of Liquor, Gavin Levers. The velvety, textured wine has notes of blackcurrant, plum and blueberries, and perfectly accompanies a braai, lambchops and roast vegetables. “The Masterpiece Cape Blend heroes not only a local estate and artist, but also a proudly South African cultivar, with Pinotage being dominant in the blend. “The Masterpiece is an easy-drinking wine that we hope our existing wine customers as well as younger, aspirational customers who are new on their wine journey, will enjoy. We have a big focus on driving innovation and wines that are exclusive to Pick n Pay or available for a limited period to create excitement and uniqueness to our offering.”
“Reading about Fredagh made me imagine the world around her, and everything she represented, and I also channelled the bold energy of my own mother, Sonto Chauke, who is as eclectic, loud and proud as Fredagh was,” Chauke said.
The result is a woman on the label that is flamboyant and free-spirited, draped in a flowing, kimono-like dress tied with a statement bow. “Her hair, earrings, and styling are loud and deliberate, evoking the spirit of a race-day floral fascinator and the poise of a seasoned hostess. “Fredagh apparently used to throw unforgettable garden parties, and loved people and life.”
Chauke first tasted the Bellingham wines at the 2024 Pick n Pay Wine & Food Festival. “I drew inspiration from my senses, and what I was feeling when I tasted the wine to capture the mood, and translated that into visuals.”
“I love portraying illustrations in bold colours, with intricate details you see in the foreground and background – trees, a wild lush garden and vines. My work often centres around everyday people. Seeing ourselves on something like a wine label can encourage healing, pride, and storytelling. If someone comes to me and says, ‘Thank you for seeing me and doing us justice,’ that is what makes me happiest. I know this collaboration will touch many people’s hearts and be greatly appreciated.”
“Aspiring artists from Kanyamazane can see this, and dare to dream big. I can’t wait to hold it in my hands and for people to see the label and say, ‘Bellingham? I never would have thought.”
The limited-edition collector’s wine can be purchased at selected Pick n Pay stores nationwide and online and retails for R149.99. For more information, please visit: https://www.pnp.co.za/master-sinenhlanhla