Turner Design has created over 50 wine brands but possibly none with a raison d’etre as unusual as RxM. The client had researched the relationship between wines and alcohol levels in great detail and surmised that Merlot had the lowest alc/vol in a 100mL serve of all wine varieties.

Therefore, the brand and label design reflects a certain therapeutical character with even the choice of bottle enhancing that theme. A vertical measuring strip actually marks off 100mL serves to ensure accuracy of consumption.