Elephant in the Room

At a time when many winemakers were chasing restraint and refinement, our client saw a growing disconnect between what the industry celebrated, and what consumers actually wanted to drink. The brief was to create a range of wines that were unapologetically big, rich and fruit-driven, including an old-fashioned, well-oaked Chardonnay and a Pinot Noir that leaned into juiciness and decadence rather than austerity. This “old fashioned” Chardonnay style was just the sort of style that many winemakers steer well clear of, but that consumers were wanting to drink. Same too with the rest of the varietals: a Pinot Noir that was not thin, tight and refined, but a full, juicy, decadent wine to drink.

The brand strategy was rooted in a belief that strict generational segmentation in wine marketing is no longer relevant. Instead, Fourth Wave set out to create a personality-driven brand with multi-generational appeal, one that could engage both new and existing wine drinkers while clearly signalling the style in the bottle.

The name Elephant in the Room captures this tension perfectly. It speaks to the unspoken truth of the category: bold, flavourful wines may have fallen out of fashion with the industry, but drinkers still love them. This idea is brought to life through confident, irreverent back-label storytelling that celebrates indulgence over trend, and flavour over fashion.

Visually, the brand balances sophistication with edge. Victorian-era illustrations provide gravitas and heritage cues, while sharp typography and playful varietal language inject humour and confidence. A restrained one-colour print, premium flecked stock, a classic burgundy bottle and an intricate capsule all work together to signal quality and ensure strong shelf presence. The result is a wine brand that is honest, bold and memorable, designed to reconnect consumers with the simple pleasure of big, delicious wines.