The idea; bring together the 2 famous
wine regions of Margaret River and
McLaren Vale into the 1 wine. 2 great
wine regions, 2 talented wine makers,
1 new wine. Using grapes from the
Margaret River (WA) and McLaren Vale
(SA) in the 1 wine had not been done
before due to the vast distances between
these 2 regions. Packaging needed to
communicate the uniqueness of this wine.

Mash’s solution was to tell the story
behind the brand through the packaging
itself. Co-incidentally the 2 wine makers
both shared the same last name, ‘LANE’.
Hence the brand name ‘CHANGING
LANES’. 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
coveted Yellow Pencil award at the 2008
D&AD’s, an international branding and
design awards show based in the UK.



Scroll across to view the images.



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