Penfolds
Carefully curating Australia’s national treasure.
For more than two decades, Denomination has had the privilege of partnering with Penfolds as it has evolved from Australia’s most cherished wine brand into one of the world’s most admired luxury houses. Our long-term collaboration has helped Penfolds shift from national icon to global phenomenon, through decades of disciplined brand building, boundary-pushing creativity, and a modern reappraisal of what luxury in wine can be.
Our work spans every facet of the brand. From the continuous refinement of the core packaging - including its proprietary bottle - to the creation of some of Penfolds’ most celebrated limited editions and halo projects: The Ampoule Project, Bin 170, Boeing Bin 707 Imperial, Magill Cellar 3, g3, Yattarna V and Grange La Chapelle.
We have crafted packaging, gifting and key visuals for the Californian, Chinese and French ranges, bringing Penfolds’ “House Style” to a global stage. We also created the identity and luxury gifting experience for its membership program, The Kalimna Club, reinforcing the sense of rarity and privilege that sits at the heart of the brand.
Our partnership extends beyond the bottle. Denomination has shaped in-store activations, immersive experiences and launch moments for Penfolds’ flagship Grange wines - ensuring every touchpoint delivers the same precision, modernity and gravitas expected of a world-class luxury brand.
Sector
Wine
Client
Penfolds Wines
The partnership between Penfolds and Denomination is one we genuinely value. Over two decades, your team has consistently demonstrated an exceptional ability to understand our briefs and translate them into distinctive, high-quality, designs that tell the Penfolds story. We love working with you, and your creativity and professionalism continue to make you a trusted partner.”
Kristy Keyte, CMO Penfolds
