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.


Alcohol / packaging

Previous Project
Icebergs Dining Room

Next Project
Nike Running Global

Delivering the pointy end of creativity
Camilla and Marc Sports
Developing a new sports brand for Australia's iconic luxury women's fashion labels
Nike Free
A modular identity system for global implementation
Create with Google
Making the internet better
McGrath Report 2020
Making data meaningful
Icebergs Graphic Essays
Celebrating the link between hospitality, art, music and design
Achieving true market differentiation through systemized disorder
Mint Payments
Changing what’s possible in payments
Nike React Seeding Kit
Using innovative thinking to bring an icon to market
Reimagining one of Australia's leading underwriters
Google Zoo
Rethinking Google’s elite business solutions unit
Neue Pixel Grotesk
Typeface Design
Language Design
Helping emphasise the importance of language
Breathing new life into one of the world’s most renowned film schools
Nike Running Global
Disrupting one of the world’s great disruptors
IDRB Wines
Disrupting the last yard in wine
Icebergs Dining Room
Making the invisible restaurant unmissable
Equal Beauty by Jessica Gomes
Launching a global premium beauty icon
Sekisui House
Japanese innovation, meets Australian know-how
Ten Pieces Vertical Stripes
A streetwear collaboration that challenged the conventions of Fashion Week
Red Green Blue: A History of Australian Video Art
Honouring the radical legacy of video art culture
Pool IX
Helping The Pool Collective mark nine years of image-making
A Field Guide to Getting Lost
A research and exhibition project exploring Australia’s rural landscape
Ten Pieces Stripes
From streetwear to Fashion Week
Bondi Beach Public Bar
Launching the Enfant terrible of hospitality
Typeface design
Boudicca Wode
From cult London fashion to fragrance
The Dolphin Hotel
Bringing the party back to a Sydney icon
The Dolphin New Years Eve
Helping The Dolphin Hotel stand out in a crowded market
Semi Permanent Rebrand
Reimagining one of the world’s leading creative platforms
Koncierge Magazine
Redefining luxury
Escentric Molecules
Launching and scaling a global fragrance disruptor