Packaging, retail POS and trade relaunch materials for Mad Genius Wine.
MAD GENIUS WINE
Mad Genius had to be more than a clever name on a crowded wine shelf. The work created a brand platform and packaging system that used irreverence, art references and visual intensity to give the brand a stronger point of view.
The strategic platform, Method in Madness, positioned the brand around creative defiance: a wine for people who are not satisfied with the normal, expected or mainstream. The design exploration pushed into bold illustration, unconventional label structures, tactile finishes, cans, bottles and retail tools.
Brand / Client
Excelsior Wine Company
Category
Packaged Goods, Wine & Spirits
Context
The O Group
Role
Creative direction and design direction
Services
Brand Strategy, Creative Platform, Packaging Design, Illustration Direction, Retail POS, Trade Materials, Video Direction
Collaborator
Naomie Ross, design
The brand needed to feel deeper than a good-looking label.
The work gave Mad Genius a sharper point of view through expressive packaging, illustration, tactile finishes, retail POS and trade materials.
