Dan Sims and Ben Edwards are two of Australia’s top wine experts. When they moved from reviewing wine to actually producing it themselves, they wanted to create a product that reflected their passion for making the elitist world of wine accessible, engaging and fun. Taking the theme of ‘drinking, not thinking’ for everything from namingto packaging, a brand identity was created for ‘Two Men’ which introduced two relatively unknown wine varieties – Argentinian Malbec and Malbec Rosé – to the Australian market. An authentic feel was achieved by using an old type-block printing effect, while drawings of Argentinian characters such as a smoky parilla gave homage to the country that inspired the wine. The illustration of a sideways bottle and two men silhouettes gave a quirky nod to Ben and Dan’s personalities. In nine months, Two Men more than trebled its target number of customers, exceeded its sales targets by two thirds and broke even three months earlier than forecast.