Graphic Design: Wine by Mash

The two wine makers at Chan­ging Lanes share the last name Lane. As the bottle is tilted the face on the label changes from Mark Lane to Justin Lane (the two wine makers in ques­tion). The Chan­ging Lanes pack­aging won the Yel­low Pen­cil award at the 2008 D&ADs.

Mash's concept was a small pack con­tain­ing miss­ing and/or sup­pressed crime files imply­ing the exist­ence of the liv­ing dead in and around the vine­yards. Devices included use of dis­turb­ing illus­tra­tions and fas­cin­at­ing old pho­tos on uncoated paper, an old twine slip­knot, and a deep-red wax-dipped bottle.

Return of the Liv­ing Red is a non-vintage, com­plex fine wine with no lis­ted age.

Whip Hand, a wine from Red Head Stu­dios that is attain­ing cult status.

The owner/wine maker of this brand is a magis­trate judge, hence the brand name and concept that was developed, ‘The Guilty’. A mys­ter­i­ous char­ac­ter was illus­trated using dark tones, the image pur­pose­fully rough. Front label type is handwritten.

Four-colour print­ing on tis­sue paper provides max­imum shelf appeal. The bottles were wax dipped to add to the romance and to reflect the old ways of wine pack­aging. The labels are pur­pose­fully under­stated and simple to cre­ate con­trast with the tis­sue wrap; typo­graphy bring­ing these two ele­ments into har­mony with each other.

Miss Gri­gio and Mr Noir are wine pack­aging cre­ations for the Maraud­ing Vintners brand. The name was derived from the mys­tery sur­round­ing the brand. Wines and/or grapes are sourced from across the globe. Mash played on Mafia type char­ac­ters to become the per­son­al­it­ies behind these wines.

Mr Noir

Miss Gri­gio

Mash was involved with a vari­ety of artists to pro­duce the Lost High­way labels. The wines are a lim­ited edi­tion series of wines sourced from pro­du­cers around the world.

The impor­ted glass bottle was laser etched. Cut­ting the words into the glass gives a tact­ile, raw feel. The res­ult is a cross between con­tem­por­ary lux­ury and per­son­al­ised roughness.

Top shelf stuff from Small Gully wine maker Stephen Black — "the mys­ter­i­ous Mr. Black," as the designer puts it. The concept was to pro­duce a simple hand writ­ten, almost home-made pack­age, as if the wine maker had scratched the details of the wine into the bottle himself.

Mag­pie Estate, a range of boutique wines where each wine has an indi­vidual illus­tra­tion relat­ing to the indi­vidual wine. Col­lage illus­tra­tions were developed to be unique from one another, but also hold con­sist­ency so the viewer could recog­nize each indi­vidual wine as ‘Mag­pie Estate’. Mash worked with illus­trator Dan Snell to develop the mag­pie char­ac­ters. The front labels also include text hand­writ­ten by the designer.

Ink­well Wines: the ink splat­ter forms the cent­ral part of the brand iden­tity and pack­aging. Logo type is simple and used on a neck label to keep sep­ar­a­tion between the type and the strong yet simply presen­ted ink imagery. Uncoated stock was used with two levels of high build gloss var­nish on the ink area, giv­ing the label a three dimen­sional feel.

The main Mash says the US dis­trib­utor of Kil­lib­in­bin was always com­ment­ing on these wines as being 'Killer'. That 'Killer' com­ment was taken as the theme for re-packaging the wines. The illus­tra­tions developed were taken from old hor­ror flicks. All text was hand writ­ten on front labels and the print fin­ish is on a bulky uncoated stock to give the feel­ing of an old hor­ror movie flyer. The range won a Gold Graphis Award in 2007.