It’s a dilemma we see a lot.

An iconic wine brand in desperate need of a facelift, but too nervous to update the packaging.

We get the reluctance.

When you’ve built a legacy with a recognisable look and the sales are still flowing, why change?

There’s an easy answer. It’s about longevity. The next chapter. Ensuring you protect your legacy for many years to come by standing tall on the shelf.

We’re constantly working on historic brands that come to us, wanting to modernise while retaining heritage. This is not a job for green designers—it’s a delicate mission, best left in the hands of experienced drinks packaging designers.

Take the brand evolution we completed for Penny’s Hill, a McLaren Vale icon. The brand was acquired by The Randall Wine Group, Australia’s largest private luxury vineyard owner, who had an epic vision for a new site including a whole family friendly tourism village and refined wine offering. With Alexia Roberts, Chief Winemaker gun, at the helm, it was the perfect time for new packaging that depicted this exciting new direction while honouring a strong and proud history.

We kept the only recognisable asset in the brand—the legendary red spot—and got to work creating a powerful identity that tipped its hat to the past while telling the story of an unstoppable future.

If you want to overhaul your drinks brand, let’s talk.