Three generations, one cohesive brand
The Brief
Scarpantoni, established in 1958 in McLaren Vale, needed a comprehensive rebrand that unified their diverse range while honouring their Italian-Australian heritage. The Black Label, School Block, and McLaren Vale Series each needed distinct identities within a cohesive family.
The Approach
We created a three-tier brand architecture that tells a clear story from accessible to premium. Each tier has its own visual language while sharing design DNA. The rebrand preserves the family's deep connection to McLaren Vale while positioning them for modern retail.
Scope
BrandingPackage DesignBrand ArchitectureCopy DirectionProduction Management
Awards
- Shortlisted, Best Package Redesign - Packwine 2022
The Results
Shortlisted, Best Package Redesign - Packwine Design Awards 2022
Unified three-tier brand architecture
Strengthened premium positioning for Black Label range