El Desperado

Specialty ink captures playful side of brand refresh

El Desperado
Wanting a creative refresh that conveyed the essence of the brand, MCC worked, researched, developed and trialed the use of thermographic inks to deliver a dynamic living label.

The Pawn Wine Co. wanted to reinvigorate the direction of the El Desperado packaging, and the team at MCC had the perfect solution. We moved away from the original lenticular design to the thermal label which 'blooms' to indicate the ideal drinking temperature. For a wine that doesn't take itself too seriously, this packaging solution has an approachable, yet sophisticated edge which the everyday wine lover has embraced."

Tom Keelan, Co-Founder & Winemaker, The Pawn Wine Co.


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