19 Crimes


Beverage + Consumer Goods


Innovation Concepting

Culture + Trend Mapping

Brand Positioning

Brand Narrative


Graphic Identity

Packaging Design


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Story-based innovation that set the bar in the category

While many brands had tried to capture the Australian sensibility within the wine category, none had truly mined the authentic source of Australia’s spirit and appeal. We knew the wine-consumption habits of millennial drinkers were changing. So we built the brand to tap into their search for authenticity, exploration, and social currency.

The naming, packaging design, and brand narrative were chosen to pay tribute to Australia’s rough-and-tumble origins, while maintaining a modern sensibility. The evocative lore and compelling narrative helped make 19 Crimes one of the most successful brand launches in the category.

The brand narrative provided a conceptual platform for brand films, augmented reality retail activations, and line extensions developed by the Treasury Wine Estates internal teams and a diverse set of agency partners.

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