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.