Marli Russell
Marli Russell is the sister brand to our long-term client Mount Mary. With a desire to evaluate new varieties, the team began planting new vineyard areas, and in 2015, the wines were ready to pour. JAC AND were engaged to create a brand that opens new doors. Marli Russell provides an opportunity for Mount Mary to explore the potential of their unique site, creating new and exciting wines positioned outside of their core offer.
A SIBLING IS BORN.
Established in 1971 by John and Marli Middleton, Mount Mary is a family-owned, single-estate vineyard located in the heart of Victoria's Yarra Valley. They were one of the first planted in the resurgence of the area as a premium wine-producing region. A highly respected label, they have a loyal following who value consistency. To create space for experimentation, there was a business need to create a second label. Marli Russell is a brand that respects the past while looking to the future with excitement.
A FRESH TAKE.
For the new endeavour, the team chose seven varieties traditionally grown in the Rhone Valley of France and then simplified them into two very palatable wines. Likeminded, we took a relatively conservative approach for a wine brand (illustrating vineyard topography), stripped it back and pushed it to its limits in a multi-level emboss. A new proposition for the application, we collaborated closely on production to ensure the idea was executed impeccably.
THE NEXT GENERATION.
Where the Mount Mary brand is traditional, Marli Russell is confidently contemporary. Intended to appeal to a younger audience, we employed design tactics that convey the premium quality of the wine yet feel approachable. This strategy provides a warm invitation to those who find the core brand out of reach.
Folio photography by Willem-Dirk du Toit. Styling by Nat Turnbull.
