by The Urban Grocer in New Food and Packaging on Wednesday 14 December 2011

Forget the chateaux. Forget the birds. Forget whatever nonsensical French-countryside illustrations you’ve seen on wine labels. And enter Mash. Always creative, never predictable, Mash is one of our favorite creative agencies. Hailing from Australia, their portfolio is an excess of clever, unexpected, and quirky takes on otherwise predictable products – like wine.

Case and point: Return of the Living Red. From the collaborative folks at Redheads Studio out of Australia’s infamous wine region, McLaren Vale, comes this intriguing, complex, and mysterious wine. It is only fitting then that Mash created packaging equally compelling yet ominous. A small folder-like pack of old photos and disturbing illustrations printed on old-school uncoated paper work together to imply to the otherwise unassuming drinker, that the living dead roam the ins and outs of vineyards. The menacing package hangs from the bottle’s neck with twine, sealed under a daunting drip of oozing, blood red wax.

But don’t let the packaging fool you – the goods inside are said to be well worth every last plumy drop. And if you don’t think so, you may well want to keep a light on at night. You never know who is lurking behind the vines.