SeventhDesign™ redesigned the package to a more contemporary, premium look that appealed both a new younger wine consumer, while not alienating the brand’s existing more seasoned consumers. The solution transformed the winery’s medium range Malbec old label to highlight it's incredible history. The resulting new AF (Achaval Ferrer) monogram and label was able to be used across all the brand’s tiers to create consistency across all product lines.