Justin and Emma Lane, the lovable rogues behind Alpha Box & Dice, approached Mash to create a distinctive brand identity for their new wine-making venture. An important aspect of this boutique producer was to make the brains behind these liquid creations a central part of the brand identity. The solution was to take the Lanes’ abundance of wine stories, tales ofwin and woe, and bring them to life as the central theme for the brand identity – 26 stories, 26 letters. Each wine is named after a letter in the alphabet; available so far are A, B, C, D and F. This approach was also used in the design of the logo, interior fit-out, and signage.
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