MadFish

This year marks the 30th anniversary of the original MadFish label. We saw this milestone as an opportunity to refresh the MadFish wines labels with a new look that emulates a more authentic representation of our brand - modern, positive, local, and wrapped up in a love for the coastline of the south west and the lifestyle it inspires.

The obvious challenge was convincing customers to part ways with the beloved turtle, though iconic it does cause a certain amount of confusion between the name MadFish and the iconography of a different animal. We wanted to stop this conversation all together and focus instead on the land and region the wine is grown and made in.

Our new labels, designed by Western Australian artist Kyle Hughes-Odgers, perfectly encapsulate these brand values. Each bespoke design has been created with the West Australian landscape and the unique taste of each MadFish wine in mind.

The new labels widen our brand appeal to include the younger generations, Millennials and Gen Zs. Appealing to these consumers is vital to our success as a business - as of 2020, Millennials now make up 30% of the Australian drinking population and by 2026, Gen Z and Millennials will be our core consumer groups, making 49% of the drinking population (1). Two key statistics that stand out for us, is that 58% of Millennials choose a wine or beer solely based on the packaging, and 90% of millennials would switch brands to one associated with a cause they believe in (2). With this in mind, we’ve opted for beautiful design-led label artwork, and we’ve chosen a high-profile local WA artist to further drive home the core brand value of choosing local.