MILES Madeira Wine, part of the Madeira Wine Company, approached VOLTA Studio to redesign its 3, 5 and 10 year old wine labels.

The briefing asked for a design that could portray the true eclecticism of MILES Madeira wines: wines that create memories, young and curious in the 3 year olds, special and intimate in the 5 and 10 year olds.

We started by studying Miles' centuries old label archive, with all its different shapes, typographies and colours.

Our design team soon understood that the need for a new, iconic, label shape was important, so the M shape was created. Linked with the brand (MILES) and its location (Madeira) it directs the eye to the center of the label and sets the brand apart from the competition.

Striking, young, elegant colours, careful typographic compositions and rigorous craftsmanship were essential to finally give Miles a look & feel that matches its excellence and disruptive attitude.