As a new wine brand, there’s no value in looking to the traditional. To incite real standout in an sea of conformity, M35 built a brand identity that indulged in different.

IDRB is unlike anything in market — a high quality table wine and packaging innovations that challenge perceptions. In a category where wine labels compete for the most premium aesthetic, the brand aspired to go the opposite way. Eschewing the formality and restraint of its contemporaries, the resulting brand has a decidedly street tone with laser-like on-shelf cut-through.