Since its foundation in 1844, Australian wine producer Penfolds has been looking to the stars, dreaming of what could possibly lie in the vast space outside the Earth. The founders’ will to explore the unknown has been passed on to the next generations, with the spirit of discovery continuing to run through the winemakers’ veins.

For Penfolds, which has always aimed higher, the sky is the limit. Never giving up on its dreams, the brand has metaphorically made it into space.

Planning and conducting a cosmic mission are no easy tasks but the brand is in good hands. And company. Together with creative agency LOVE, Penfolds takes a symbolic walk through the stars and explores the space with the aim to capture new audience frontiers.

The expedition, carrying the “Venture Beyond” name, walks consumers across “a universe of playful experiences and out-of-this-world activations” specially developed to pique global luxury consumers’ curiosity and ignite their imagination.

Venture Beyond is the company’s ambitious global thematic set to direct and inspire all of the brand’s communications. With the concept and design executed by the Manchester-based agency, the new thematic indicates a strategic shift for the brand to strengthen and reinforce its position among the finest luxury brands across the world.

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.”

The space-themed visual story propels Penfolds to new heights, allowing the wine producer to stand out from competitor brands and look appealing to younger consumers.

“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,” explains David Palmer, Executive Creative Director at LOVE.

The initiative is further supported by a limited-edition collection, with packaging created by the agency. Besides developing the design, the creatives conceived key visuals, concepts, and guidelines for the upcoming activations. The global thematic will run across point of sale, gifting, and digital, with AR activations planned to roll out as well.

Consumers are invited to “venture beyond” with the Bin 389, featuring a rocket-like-shaped packaging; the Bin 28, with a design that mimics the Moon’s craters; and Max’s range of wines, with packaging featuring rocket-shaped, die-cut windows revealing pictures of astronauts, beautifully brought to life by Melbourne-based artist Jason Solo.

Credits:

Client: Penfolds

Agency: LOVE