Boutique design meets national retail scale
The Brief
Pinnacle Drinks, part of the Woolworths Group, needed a new wine brand designed for national retail distribution across Dan Murphy's and BWS. The challenge: create something that feels boutique and premium in a mass-market context.
The Approach
We developed a brand identity built around the idea of shifting perspectives, expressed through a vibrant kaleidoscopic pattern system. The design stands out in high-volume retail environments while maintaining the quality cues that modern wine consumers expect.
Scope
Brand CreationPackage DesignCopy DirectionProduction Management
Awards
- Bronze Trophy, WBDS 2020/21
- Finalist, AADC 2021
The Results
Bronze Trophy, World Brand Design Awards 2020/21
Finalist, AADC Design Awards 2021
Successful national retail rollout across Woolworths Group