BEST LUXURY PACKAGE DESIGN
Penfolds Superblend 802.A
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- Year wine was released to market: 2021
- Retail Price: $900 AUD
- Designed by: Denomination
- Designed for: Penfolds
Penfolds is Australia’s most iconic wine brand. With an esteemed heritage and reputation in its mother country, Penfolds has also taken on the world and now occupies a luxury positioning across the globe. Every year Penfolds launches a special release that combines both innovation in winemaking along with an uber premium pricepoint. Aimed specifically at collectors around the world who actively search out rare releases, Penfolds Superblends was created for release in late 2021. A blend of two of its most celebrated wines, Superblends was about wine discovery: the same raw components, but differentiated through ratios, barrel selection and aging.
Penfolds is a traditional brand, known primarily for Grange and the Bin Collection. We needed to incorporate the brand’s assets but also communicate that these Superblend wines were very innovative and special wine made by chief winemaker Peter Gago in a contemporary winemaking style.
We used the crest as a device to signal the coming together of two wines into one: for Superblend 802.A, the crest is separated vertically – one side red, the other gun metal grey. It is visually separated from the other elements and thus becomes a signifier of the range as well as a connection back to the Penfolds house. The crest is heavily embossed and treated in foil on one side, high build screens on the other – textural and luxurious in the hand. Superblend 802.B, which launches in August 2022, has the same treatment, but the division is horizontal.
The Penfolds logo sits with the Superblend typography which is uber-modern in its treatment. A shorter, squatter bottle speaks to the power of the wine and differentiates the wines from the rest of the portfolio.
This is a bold and innovative approach for one of Australia’s most esteemed heritage brand, yet it still aligns to Penfolds assets and family feel.
Penfolds Superblend 802.A has been sold to collectors around the world. Sales data remains in confidence.
