There are two trains of thought about winery label revamps.
The first is that a new look revitalises a brand and encourages first-time buyers to take a punt.
The second is that regular buyers will not recognise the brand in its new livery and opt to buy something different.
MadFish Wines, part of the Burch family-owned Howard Park group, has decided to mark its 30th year with a complete refresh.
MadFish Wines has just released its new range complete with a new look.
The new label artwork designed by local artist Kyle Odgers-Hughes draws inspiration from the rough and wild south west coastline of Western Australia that MadFish Wines calls home.
MadFish has used turtle artwork by local artist Maxine Fumagalli as its signature for three decades.
"We saw this milestone as an opportunity to refresh our MadFish wine labels with a new look that emulates an authentic evolution of our brand – modern, positive, local, and influenced by our love for the south west coastline and the lifestyle it inspires," the Burch family said.
Each label pays homage to the grape varietal and the land from which the fruit is grown in Margaret River and the Great Southern.
The new range comprises MadFish Chardonnay, MadFish Shiraz, MadFish Sauvignon Blanc Semillon and MadFish Cabernet Sauvignon Merlot, Madfish Rosé and MadFish Moscato
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