Featured image for Pierlot's Packaging Leverages The Brand's Rich History

Pierlot's Packaging Leverages The Brand's Rich History

by Chloe Gordon on 02/02/2023 | 3 Minute Read

Pierlot's packaging system, designed by Denomination, reimagines the classic elements of sparkling wine. The black label helps accentuate the elegantly gilded logo, and the contemporary typeface is modern while also creating a playful nod to an art deco inspiration. The foil color of the Brut is a bronze-gold color, while the Rosé has a pink foiling in a similar hue, a visual nod to the flavors within. Additionally, keeping the label so low on the bottle allows the bottle's soft curves and elegant forms to truly shine.


Pierlot Chardonnay Beauty.jpg

What was the opportunity or challenge that the client was trying to crack?

Seppelt has undergone various brand refreshes over the years, that has meant it’s lost relevance with customers and consumers.  As its roots and history lie in its sparkling credentials, as the first producer of Australian Sparkling wine, the Client wanted to leverage these sparkling credentials by launching two new sparkling NPDs from Seppelt.  It was quite a high price point $30 and so needed to be premium, modern and contemporary and make consumers reassess Seppelt as a luxury product.

Where did we get the idea of Pierlot?

Seppelt is famous of its relatively old and rich history. Charles Pierlot was a Frenchman who produced the first methode champenoise sparkling wines in Australia during his tenure at Seppelt. He was the cornerstone of the sparkling wine industry on this continent and as Seppelt was the pioneer of the first Australian Sparkling wine it seemed fitting to pay homage to the man who helped Seppelt achieve this legacy.

Pierlot Chardonnay Closeup Beauty.jpg

What is the story of Pierlot and why is it right for this target consumer?

Pierlot was invited to Australia from France – the birthplace of sparkling wine - in 1890. With the design we have incorporated French elegance into the Seppelt brand to create something fresh and special for the younger and less male-dominated consumers of this old Australian brand.

Tell me about the creative solution? What was it inspired by? What were you trying to achieve?

In terms of execution, two main factors led the design. Injecting appeal to female customers and creating a powerful shelf stand out. To solve the first, a less robust but more beautiful bottle shape has been selected with a long curve and a short labelling panel area which has determined a petite label size. Within the label the opposite approach has been implemented: strong, bold and unique typography of Pierlot takes over the entire label. In short, this “small within large, and large within small” structure paired with carefully thought-out layout and finishes gave the solution.

Pierlot Duo Beauty.jpg

The black background further highlights the foiled, chisel embossed logotype. In this category it is unusual to see such heavily condensed contemporary letters cut in different sizes resulting in an elegant and dynamic wordmark.

The Seppelt brand was treated as an endorsement, giving consumers reassurance that this NPD is from a well-established brand that has heritage and kudos.  Instead of placing the Seppelt lion brand mark on the label in a traditional manner, we enlarged it dramatically so it cuts off the label in a contemporary manner. It’s then given a subtle treatment of black gloss high build in a way that makes it feel sleek and contemporary.

The foil colour of the Brut is Seppelt’s own bronze-gold brand colour, while the Rose has a pink foiling in similar saturation.

Pierlot Duo Closeup Beauty.jpg
Pierlot Rose Closeup Beauty.jpg