Before & After: Round Two

This is Round Two. Get in the ring.

"Round Two is the second attempt at naming and branding a range of wines that were first released as ‘Square 1’ by The Mute Vintners in 2005. The brand took off in the Queensland market, but the packaging design was in much need of a refresh (see 'Before'). We were engaged to add value and engage a wider market aged 25-35 years old, whilst considering the AUD $15 price point. The last few words on the original back label copy lent themselves to an interesting creative direction and effective strapline – “This is Round Two. Get in the ring.” A boxing theme was born. Since its relaunch in August 2011, sales have increased significantly."

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