Craftsmen Style Series Wine

Client: Pinnacle Drinks

Task:   Brand innovation


A study conducted by the Australian Wine Research Institute highlighted the importance of taste descriptors ‘on-shelf’ which can dramatically  influence consumer choice. Our task was to develop a new range, identity and architecture system that tested the strength of this insight.

A question of architecture

A reconfiguration of typical wine label message architecture allowed us to hero the taste descriptors, whilst detailed flourishes and design elements supported a familiar, high quality aesthetic.

Craftsman represented a bold, insight driven strategic investment that is already reaping rewards in a highly fragmented market.



1,176 stores ranged Craftsmen within three months of launch.

Over $240,000 revenue (on target) within three months of launch.