Maxwell Mead is Australia’s first honey wine that’s been in production since 1966. Despite being a category leader, the packaging has remained untouched for decades and was failing to engage new consumers. Following the design of new visual brand for Maxwell, the opportunity to modernise the mead packaging presented itself with the intent of re-engaging with existing consumers, engaging new ones and expanding the Maxwell brand more successfully across the mead range of products.
The stained-glass viking image on the previous packaging is the most valuable asset. Front and centre and untouched for decades. In order to modernise the product and bring it inline with the new Maxwell branding, the viking image was recreated in a linear style (using new branding elements) and enlarged to adorn the entire face of the bottle.
- Agency/Creative: Voice
- Article Title: Australia’s Oldest Honey Wine is Rejuvenated
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Australia
- Market Region: Global
- Project Deliverables: Brand Architecture, Brand Identity, Brand Redesign, Branding, Graphic Design, Illustration, Packaging Design, Photography, Rebranding, Research
- Format: Bottle, Can
- Substrate: Glass Bottle, Metal, Pulp Paper