BRAND CREATION • WINE PACKAGING • ECOMMERCE

Mayländer Wine

I helped take Mayländer Wine from a blank sheet to an international wine brand—bringing together positioning, product development, packaging, ecommerce and commercial launch.

PROJECT CREDITS
  • Brand: Mayländer Wine
  • Principal: Bernd Mayländer
  • Production partner: Weingut Kuhnle, Germany
  • Services: Brand development, packaging, ecommerce, content, launch and ongoing creative direction
  • Markets: United Kingdom and Europe

THE PROJECT

Building an international wine brand from the ground up.

Mayländer Wine began with an opportunity to create something entirely new: a wine brand inspired by Bernd Mayländer’s connection to precision, performance, heritage and international motorsport culture.

There was no established brand system, packaging range or ecommerce platform to inherit. The project needed to move from an initial idea through product positioning, bottle selection, label development, production, digital experience and launch.

I helped connect those individual decisions into one coherent brand—working across the creative, technical and commercial details required to bring it to market.

THE IDEA

Precision, heritage and celebration.

The creative direction was built around qualities shared by fine wine and high-performance environments: attention to detail, patience, precision and an appreciation for moments worth remembering.

Mayländer needed to feel connected to Bernd’s story without becoming novelty motorsport merchandise. The wine and its presentation had to possess enough quality and confidence to stand independently.

The resulting identity balances performance-inspired details with the elegance, craftsmanship and restraint expected of a premium wine brand.

MAYLÄNDER PRIMARY LOGO AND BRAND IDENTITY Early Maylander Packaging Development EARLY BRAND OR PACKAGING DEVELOPMENT

PRODUCT DEVELOPMENT

Turning the idea into something tangible.

Creating the brand meant considering much more than the label. The wine, bottle, closure, presentation and production process all needed to support the same positioning. I worked across the complete development journey, coordinating creative decisions with practical production requirements and specialist suppliers.

01

POSITIONING

Defining the audience, commercial opportunity and role of the brand.

02

BOTTLE SELECTION

Exploring bottle shapes, materials and presentation suitable for the intended positioning.

03

LABEL DEVELOPMENT

Creating a visual system capable of distinguishing wines while keeping the collection recognisably Mayländer.

04

PACKAGING

Developing presentation formats, gift packaging and supporting production artwork.

05

PRODUCTION

Working with specialist European suppliers to translate the creative direction into finished physical products.

06

LAUNCH

Connecting the finished wines to ecommerce, content, hospitality and customer-facing experiences.

Maylander Cork and opener

PACKAGING

A collection with one recognisable identity.

The packaging system needed to accommodate different wines, formats and levels of presentation while retaining a clear relationship across the collection. I developed a shared visual language through typography, proportion, finishing and performance-inspired details. Individual wines could then express their own character without becoming disconnected from the wider brand. The system extended beyond front labels into back labels, closures, neck details, presentation boxes, gift packaging and print-ready production artwork.

MAKING IT REAL

Creative direction carried through production.

A premium concept only succeeds when the physical result lives up to the original idea.

I worked with winemaking, bottling, label, closure, glass and packaging partners across Europe to carry the brand through production. Each supplier brought specialist knowledge, but every component still needed to work as part of one coherent customer experience.

This required careful artwork preparation, specification checking, proofing, supplier communication and practical problem-solving throughout the process.

THE COLLECTION

Different expressions of one brand.

Mayländer developed into a collection serving different customers, occasions and routes to market.

The brand system needed to support core wines, limited editions, gift-led products and more accessible formats without losing its premium character.

I helped establish the hierarchy, presentation and messaging required to make the collection easier to understand, explore and buy.

CORE MAYLÄNDER WINE COLLECTION

SIGNATURE EDITION

Mayländer-Trio-Gift-set-Fright-side-

GIFTING

ECOMMERCE

Creating an international route to market.

The website needed to do more than introduce the brand. It had to explain the story, present the collection, support multiple languages and provide a practical ecommerce experience across the United Kingdom and Europe.

I developed the WordPress and WooCommerce platform around the customer journey—from first discovery and storytelling through product selection, payment and fulfilment.

The digital work included product architecture, responsive design, multilingual content, international pricing, location-sensitive purchasing, shipping logic, search optimisation and ongoing conversion improvements.

https://maylander.wine/
https://maylander.wine/shop/
https://maylander.wine/bernd-maylander/

BRINGING THE BRAND TO MARKET

From online discovery to real-world experience.

The brand needed to work wherever customers encountered it—online, through social content, at tastings, within hospitality and at international automotive and motorsport-related events.

I developed creative content and launch materials designed to connect the wine, Bernd’s story and the wider brand experience without losing sight of the product itself.

The work continued beyond the initial launch through ecommerce development, campaigns, event support, trade materials and ongoing creative direction.

WHAT I DELIVERED

One project across brand, product and market.

Brand development

  • Positioning and creative direction
  • Brand identity development
  • Collection architecture
  • Tone of voice and messaging
  • Ongoing brand stewardship

Product and packaging

  • Bottle and presentation development
  • Label design
  • Closures and supporting details
  • Gift and presentation packaging
  • Print-ready production artwork
  • Supplier coordination and proofing

Website and ecommerce

  • WordPress and WooCommerce
  • Responsive user experience
  • Multilingual content
  • International pricing and shipping
  • Product and customer journeys
  • SEO and conversion improvements

Launch and growth

  • Campaign concepts
  • Social and digital content
  • Trade and event materials
  • Hospitality activations
  • International launch support
  • Ongoing creative and commercial delivery

THE RESULT

A brand built to move from concept to market.

Mayländer Wine developed from an initial idea into a complete international brand with physical products, a growing collection, an ecommerce platform and a presence across digital, hospitality and live experiences.

The strength of the project lies in the way every part connects. The bottle, label, packaging, website, content and customer experience all contribute to the same central idea.

For me, Mayländer demonstrates the value of combining creative direction with practical delivery—taking responsibility not only for how a brand looks, but for helping make it real.

EXPLORE THE BRAND

Discover Mayländer Wine.

Explore the current Mayländer collection, the story behind the brand and the ecommerce experience developed to bring the wines to customers across the United Kingdom and Europe.

VISIT MAYLÄNDER WINE START A PROJECT
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