Penfolds Collection Gifting

Penfolds asked Denomination to create an identity for the 2026 Collection Gifting Release that breaks with category convention while staying distinctly Penfolds, and reinforces the brand’s position as a global luxury icon. It needed to work across five tiers, fifteen wines and three countries of origin. The stakes are real: 63% of people globally have gifted wine in the past year, including 28% of non-wine drinkers, and for many of them the gift box is their first encounter with the brand.

The disruption is the restraint itself. Where the luxury alcohol shelf competes on ornament, we reduced every box to Penfolds’ most distinctive assets – the wordmark, the P monogram and Penfolds red on red – and let craft carry the weight instead. As the tiers ascend, so does the craft: deeper embossing, richer embellishment, and personalisation and gift-with-purchase at the top of the range. Every box meets a luxury standard and is 100% recyclable or compostable.

That restraint is what a global luxury icon looks like now, certain enough of itself that it doesn’t need to shout.