Laithwaites called on LUX to create a brand for a new Argentinian Malbec that would break from traditional category conventions. With Malbec long positioned around gauchos and steak nights, the challenge was capturing attention and bringing fresh energy to stand out within Laithwaites’ extensive portfolio and appeal to adventurous wine drinkers. Taking inspiration from Argentina’s unique Andean flamingo, LUX created ‘Inverted Flamingo’ – a striking brand that gave a familiar varietal an entirely new perspective, flipping this well-known category on its head.

From brand identity and the ‘Be More Flamingo’ proposition to packaging design, tone of voice development and photography treatment, we delivered a complete brand world. The fabulous packaging and quirky creative approach achieved standout on Laithwaites’ platform with rave reviews and recognition through a Gold Award at the Gilbert & Baillard International Competition.