Lush Wine Mix is a line of organic cocktail mixes based out of Crested Butte, CO. They pride themselves on the best all-natural and organic ingredients, unique flavors, and multi-functional uses. Started by Erin Rose Myers & Kelli Jennings, Lush Wine Mix is meant for any occasion. All you need is one pouch of Lush Wine Mix and one bottle of wine.
You’re a Lush? Funny, us too.
How McGrath and McKenna helped a small-town, craft cocktail mix brand go big.
The request from Lush was to revamp the entire package from structure to look and feel. They also wanted to elevate the way the package communicated the product’s multiple usages. Lush also wanted the new packaging to focus on the real-food ingredient list that helped make their product unique in a sea of over-sweetened, artificial cocktail mixes.
McGrath + McKenna’s approach gave Lush a higher-end feel that stands out on the shelf of wineries, boutiques, and breweries, as well as provided an impactful design that shows well in an online retail setting. The brand build out included 10 unique flavors so Mc+Mc used colorful wrap labels using elements to showcase each individual flavor profile. The use of color and arrangement helped keep the family of products relatable. The logo was also refined with a more sophisticated look and the new wrap labels helped to capture the versatility of the product through iconography that better told the product’s story.
Since the brand redesign, Lush Wine Mix can be found at Amazon, Uncommon Goods, and in hundreds of boutiques and wineries all over the U.S. They have also expanded to the wholesale market where businesses and establishments can purchase the product in bulk and sell it to their customers.