Redshed Wines is nestled within the Margaret River wine region of Western Australia. The region is known for its premium wine production, red gravelly loam, the beautiful, pristine, natural environment and rugged coastline.

On the Redshed property sits a ‘red shed’ which has become an iconic structure known to locals. To create a unique brand story we combined two areas – firstly the red shed structure and secondly, the natural environment.

To begin with, Studio Guild created the master brand that is of course red, but the bold structure is also reflective of the shed. The master brand adapts seamlessly throughout the three tier levels of – Estate, Premium and Reserve. At each level the premiumness elevates to create a point-of-difference within the portfolio.

The Estate range has been given a contemporary and graphic capsule that plays with the idea of a shed shape. This pattern has also been carried through to the carton design. Each label has different images of the natural environment – rocks, sticks, gravel or native flowers of the region, as well as textures that are reflective of the shed structure – corrugated iron, wooden boards, tin. The added torn label edge to the Estate range also tells the story of the beautiful, white sandy beaches.

Whilst the upper two levels are more restrained, the impact of the red foil and the darker label speaks to its higher level of premiuminess. Each carton design is then elevated for each tier with custom tissue paper created for the Reserve range.

Whatever the tier level, the price point overdelivers and the assets within the brand interchange within the ranges allowing the brand to be flexible beyond pack.