Mystery Wine Cellars

Taking the guesswork out of buying quality wine online.

Mystery wine cellars curate a regularly updated selection of wines sourced from premium australian wineries.

With high quality product and personal service, the brand was given a high-end luxury feel which separates the brand from other online wine merchants. The positioning further lead to the concept of ‘curated’ wines. The brand identity was given a symbol that references grapes, while also allowing for a shorter name ‘mwc’. A elegant pattern was developed to be used on collateral and packaging to further extend the brand presence.

The website was given a clean, simple look allowing the product to be the hero. As it’s hard to visually communicate the flavour of cleanskin wines online, (as they all look the same) images of flavours common within wines/regions are associated with each wine. This allows the customer to quickly get a visual idea of the character of the wine.

The six custom labels were designed primarily for use by bars and restaurants. The design needed to continue the mwc luxury brand feel yet not dominate allowing the venue to feel confident that this is their own unique wine.