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Over The Moon With Penfolds' New Launch

by Chloe Gordon on 05/06/2022 | 3 Minute Read

Penfolds winemakers have been pushing the creative envelope since 1844. With generations of innovative work, the brand is acclimated to the capabilities of constantly unlocking new possibilites. In line with this strategic thinking, ’Venture Beyond’ is a shift from "fine wine" to "global luxury icon." The galactic theme is seen throughout the entire packaging system, inspiring consumers to be over the moon with every design touchpoint.


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Penfolds has launched an ambitious global thematic, Venture Beyond, to direct and inspire all its communications. With concept and visual execution by creative agency LOVE, the thematic marks a strategic shift for the brand to reinforce its position among the world’s finest luxury brands.

Venture Beyond represents a new overarching driving force for the brand, with this new territory unlocking a universe of playful experiences and out-of-this-world activations, designed to capture the imagination of global luxury consumers.  Since 1844, Penfolds winemakers have pushed boundaries, constantly venturing ‘above terroir’, looking to new horizons, new possibilities and new worlds to propel the brand.

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Positioning a luxury icon

Kristy Keyte, Penfolds Chief Marketing Officer, says, “The introduction of ’Venture Beyond’ as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’. A logical next step following the introduction of our Meet Extraordinary communications platform in 2020 – ‘Venture Beyond’ personifies our innovative spirit and desire to push the boundaries through self-belief.” 

Venture Beyond launches globally from today with a journey into the unexpected, exciting and visually powerful world of space exploration. The new thematic offers a globally consistent story that allows Penfolds to stand out from competitor brands across various luxury lifestyle sectors and appeal to the younger consumer. 

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David Palmer, Executive Creative Director at LOVE, says: “The territory of space exploration resonated with the core values we identified in Penfolds – daring, pioneering, boundary pushing, inspiring – and provided a platform for global consumers to interact with Penfolds in a new and exciting way. We hope consumers will be over the moon when experiencing each touchpoint.” 

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Visually distinct and powerful

To support the thematic, LOVE has created striking limited edition and core packaging, key visuals, and concepts and guidelines for further activations across multiple touchpoints. 

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Limited edition packs include the Bin 389 Cabernet Shiraz Rocket Tin, a theatrical and surprising object designed to capture people’s imagination and to be collected as a keepsake; the tactile and visually disruptive Bin 28 Shiraz and Bin 8 Shiraz Cabernet ‘Crater Tin’ that features an astronaut exploring a Penfolds-red metal pack marked by moon-like craters; and an art card box for the range of Max’s wines that features rocket-shaped, die-cut windows revealing different art cards of intrepid astronauts, illustrated by Melbourne-based artist Jason Solo.

The Venture Beyond thematic will be rolled out across packaging, point of sale, gifting and digital this month, with experiential and AR activations to follow this year. 

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