BEST PACKAGE REDESIGN
The Hedonist
Family owned. Estate grown. Certified organic and biodynamic.
- Year wine was released to market: 2021
- Retail Price: $25 AUD
- Designed by: Byerlee Design
- Designed for: Hedonist Wines
Brand identity and package refresh for ‘The Hedonist’ wines in McLaren Vale, South Australia
The Hedonist is a long-standing family-owned winery with strong biodynamic, organic, vegan friendly and sustainable practices and winemaking methods. These highly valuable key messages needed to be clearly conveyed through the brand and their packaging. Previous to the rebrand, they weren't truely harnessed.
A softened and considered approach was born to set a new standard moving forward. The winery’s environmentally friendly practices are swiftly communicated on the packaging via a new tone-of-voice and design cues; key messages, brand story, raw tactile finishes and an earthy colour palette. The brand’s existing and adored pig icon was retained in a consistent stance for recognisability but reimagined in a more lively illustration.
The refresh saw The Hedonist transition into the modern wine market with a confident voice and stronger shelf-presence, whilst retaining their brand recognisability and a loyal customer base from across the globe.
