Mason Wines

Services
Packaging Design

Mason Wines engaged Jane Fender to modernise their packaging and bring cohesion to a range that had grown organically over the years. The brief was clear: elevate shelf presence, improve varietal clarity, and introduce a visual language that felt premium, contemporary, and proudly regional.

We developed a new label system built around two core ideas:
• Sense of place — topographic linework for the estate wines, referencing landscape, slope and terroir.
• Celebratory, cellar-door charm — bold botanical motifs for sparkling, cider and fortified varietals, giving each bottle its own personality without losing consistency.

Typographic hierarchy, colour strategy and negative space were deliberately restrained — allowing each variety to differentiate through illustration and tone. The result is a collection that feels unified, confident and high-end: the Viognier’s contour lines, the deep plum of Matilda’s Sparkling, the orchard-green pear cider, and the stark black-and-white NV Tawny all speak their own language while clearly belonging to the same brand family.

Since launch, the impact has been immediate. Sales increased by 76% across the first month, driven by stronger shelf appeal and a more premium perception at the cellar door.

This first release covers four varietals, with additional bottles already slated for rollout under the new identity — a scalable system designed to grow as the range does.