Global Rebrand for McGuigan Wines

I led the global rebranding for the #1 selling wine in Australia. The brand, which is available in Australia, the United Kingdom, and throughout Asia Pacific, was due for a change. With the iconic Black Label undergoing a facelift, the brand needed a foundation to match.

From initial mock ups of the key visual to directing the photoshoot, and then final execution of the creative - a new chapter for the legacy wine began.

Beginning shoot day with a with a thouroughly planned schedule was essential to finishing this shoot in one day. We also captured video to launch the new positioning and label revamp for black label.

I used video from the shoot as well as graphic elements to put together this launch video:

The rebrand has been a huge win for McGuigan, which is seeing an uptick in sales.

The campaign launched with paid ads in Drinks Trade as well as media coverage through PR outreach.