Evolving an icon

Penfolds have been producing remarkable wines for over 160 years and indisputably led the development of Australian fine wine in the modern era.

Consumer research showed brand perception did not match up to the quality of the drop in the bottle and that the range lacked a clear story.

We were appointed to evolve this iconic Australian brand and create more consistency and relevance across it's extensive range. We really had to get under its skin so we spoke to everyone from vineyard workers to winemakers to the people who love to drink it.