Australian wine purveyor Austins & Co. tasked design firm Co Partnership with refreshing its entry-level wine brand, Six Foot Six. Abbreviating the name created an impactful mark—with no mention of the word “foot”—and gave the brand an immediate connection to measurement. This idea was amplified by printing a random graphic element against a consistent backdrop, achieving twelve unique labels per case of single wine variety. Collotype helped with this innovative print technique, enabling Co Partnership to do something very different than the competition.