With a rich history spanning 165 years, Penfolds is one of Australia’s oldest and most premium wine brands. Its vast portfolio encompasses a diverse range of wines with bottles costing anywhere from $10 to $700. As research revealed consumers were overwhelmed and confused by the offerings in the Australian wine category, this iconic brand decided to develop stronger brand positioning to communicate its heritage and quality as well as create an architecture to assist navigation at the shelf.

The new design is guided by the big idea, ‘A Journey of Lifelong Learning.’ Each bottle is tailored to speak and engage with consumers at various price points, thus appealing to the full spectrum of wine consumers. The simplicity and consistency of the improved architecture imparts knowledge that not only helps consumers in making their selection, but nurtures their passion and understanding of wine. Strengthening the brand’s equities, including its signature red and scripted word mark, created alignment internationally, confirming Penfolds’ reputation as one of the most respected wine brands in the world.
This creative solution more than proved its worth. As consumers became loyalists, eager to explore the full scope of Penfolds portfolio, the demand for Penfolds premium offerings began to surpass the supply.

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