This project started as a brand extension for Iona Wines in the form of packaging for a single red wine – Mr P. Soon, as a result of positive market response and well-received packaging, Iona Wine expanded even further to Ms P, a single Rosé blend.
We considered all design elements when creating the new label. Ms P was crafted to ensure that the illustration, type and design aesthetics resembled the style of Mr P, yet still offering distinctive, new elements to support the new message. All was considered from facial expressions to the style of Ms P’s clothing.
We re-illustrated Ms P in excess of 50 times – with every version, elements were altered until we achieved the desired label design. Ms P carries her own persona, one of mischief and vigour. The copy, “Mr P knows” became “Ms P knows more” to add a bold edge.