We are a branding and packaging design agency, dedicated to creating brands worth remembering. Just ask Lobby Boy, Cuvée Sauvage, Mortlach, Apex, Mac and many others.

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Samuel Wynn & Co is a new wine brand designed for Treasury Wine Estates, inspired by the life of Samuel Wynn, founder of the iconic Wynn’s of Coonawarra Estate.

Our brief was to entice a younger ‘less involved’ wine drinker using the language and semiotics of craft beer, a clever strategy for recruiting cross category.


By researching the life of Samuel Wynn, we uncovered the stories that best captured his bold spirit.

These stories inspired our filmic illustration style, with each label portraying scenes from Samuel’s escapades. They also inspired us to deliver names such as ‘The Man from Nowhere’, ‘Last Rites’ & ‘Dice with Destiny’ – with more to follow as the range grows.

With a custom designed bottle that talks to the semiotics of craft beer, unique label shape and engaging tone of voice, the pack works hard to differentiate on shelf.