Craftsmen Style Series — Wine Packaging & Brand Innovation

Developed a new brand, identity and label architecture system for Pinnacle Drinks built around a genuine retail insight — research from the Australian Wine Research Institute highlighting the powerful influence of taste descriptors on consumer purchase decisions at shelf.

The creative solution reframed the typical wine label hierarchy, bringing taste descriptors to the fore while detailed flourishes and design elements maintained a familiar, premium aesthetic. The result was a range that felt both distinctive and credible in a highly fragmented, competitive category.

Results Ranged in 1,176 stores within three months of launch, generating over $240,000 in revenue on target in the same period — a strong commercial validation of an insight-led creative approach.

created with The Brand Management Company / 12 Below

Wine Packaging & Brand Innovation Alcohol | Wine | Retail Packaging & Brand Architecture