Late last year Matthew Remphrey, creative director of Parallax Design, travelled to wine regions around Australia intent on understanding what problems local producers were facing, whether they were unique to those regions and why some regions seemed to be fairing better than others.
In particular, he wanted to know why two of Australia’s most famous Cabernet regions, Coonawarra and Margaret River, were facing such markedly different demand for their wines.
Was it wine style? Changing tastes? Brand?
Or a mixture of all three?
From this came an opportunity for Matthew to work with an iconic Coonawarra wine company that was also pondering the same questions.
Penley Estate, in the midst of change, asked Parallax Design to help with completely relaunching its brand.
“We took this opportunity to not only relaunch Penley, but to present Coonawarra Cabernet in a far more contemporary light,” Matthew said.
Fittingly, Phoenix was the first wine released under the new branding. Penley Estate rises again!