- Brand Strategy
- Portfolio Architecture
- Packaging Refresh
- Online Guidelines
- Rollout, Print & Production
Penfolds is one of Australia's most iconic wine brands, steeped in history and tradition.
Evolving an icon
Research identified that consumers viewed the Penfolds brand as dusty and conservative. When asked to develop a strategy that would evolve the brand for global expansion, we immersed ourselves with the wine makers, vinyard staff, retailers and consumers. Our approach was based on increasing the luxury and 'learning' cues, and making 'Penfolds ' the hero. This meant greater consistency across the entire wine range, and an improved feel and tactility.
Creating consistent relevance
To bring deeper levels of meaning and understanding, we developed a new brand tool kit of colours, typefaces, crests, monogram patterns, brand photography and layout styles for all global marketing support and communications.
Online brand guidelines
To ensure global consistency, we created comprehensive online brand guidelines that provide the inspiration, identity tools and usage guidance for using the new identity.
