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The Guilty

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Client - Shinas Estate



One of our oldest projects and a great case study for the power of packaging. Long before the Innocent Bystander came The Guilty. Mash was engaged to re-design Shinas Estate's "Shallow Creek" wines. Sales were struggling, there was potential for US distribution but packaging needed to be lifted to get the deal done. Instead of an evolution Mash decided to do a complete revolution as we uncovered a potential new and more relevant story. The owner, a former magistrate judge and a larger than life character, was the catalyst for a brand built around evocative imagery and bold wine names. A simple connection to a former life as a judge. The shift in brand worked! A deal was struck for US distribution. In the next few years, demand outstripped supply, the wine range was expanded and new names introduced. Mash developed the new branding, packaging and wine naming. The product did not change, the wine remained the same, but new branding and packaging turned a struggling proposition into much sort after drop of red.

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