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Changing Lanes

Award: Yellow Pencil

Yellow Pencil / Packaging Design / Packaging / 2008

Changing Lanes is the collaboration of two wine makers, Justin Lane and Mark Lane, who, by sheer coincidence, share the same last name. The wine is unique as it uses grapes from both McLaren Vale (South Australia) and Margaret River (Western Australia), representing the respective home regions of the two wine makers. Combining grapes from these two regions in the one wine was something of a first: a unique wine that needed unique packaging. Mash’s solution: Changing Lanes, a lenticular animated label. When viewing the label at different angles the face in the photo changes from Mark Lane (Lane 1) to Justin Lane (Lane 2). The label imagery tells the story behind the brand.

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