Penley's 90s Aesthetics Bring The Brand To Life

With a playful nod to 90s aesthetics, Penley's packaging, designed by Simple Integrated Marketing, is simple yet immersive. The light-weight glass bottle, paired with a brightly hued box, creates a packaging experience that makes the brand's logo truly come to life. It's refreshing to see a brand's outer box become part of the packaging suite, proving that every touchpoint does matter and can make an impact on consumer's shopping experience.

Penley —formerly Penley Estate— is a family-owned winery based in Coonawarra, South Australia, a region famous for its red wines and strip of terra rossa “red soil”. Making a good vintage, a little vintage — In an industry where black and gold runs rampant for premium wine brands, Penley’s palette lets it hair down and splashes colour around with a drop of red.

Then, by mixing in a nod to 90s nostalgia through the art direction, Penley’s able to directly connect with the people it’s got its eye on. Putting sustainability first whilst still making Penley's Packaging the pick of the bunch — The new brand may take cues from eras gone, though Penley’s approach to packaging is focused only on the future. A lighter-weight glass bottle and 100% screen printed label means that the bottle doesn’t risk heading to landfill after being polished off. Penley’s new packaging design system brings the wordmark to the fore, making it the hero of each bottle and redefining what a premium wine could look like on the shelf.