Brand identity and package refresh for ‘The Hedonist’ wines in McLaren Vale, South Australia; A family-owned winery with strong biodynamic, organic, vegan friendly and sustainable practices and winemaking methods.
Hedonist - noun; a person who believes that the pursuit of pleasure is the most important thing in life; a pleasure seeker. The Hedonist wine brand embodies the relaxed Australian ethos of a glass-in-hand; to indulge and to live happily and blissfully.
The Hedonist approached Byerlee Design with the aim to reinvigorate and strengthen their long-standing brand. A softened and considered approach was born to set a new standard moving forward. The winery’s environmentally friendly practices are swiftly communicated on the packaging via a new tone-of-voice and visual cues; key messages, brand story, tactile finishes and an earthy colour palette. The brand’s existing and adored pig icon was retained in a consistent stance for recognisability but reimagined in a more lively illustration.
The refresh saw The Hedonist transition into the modern wine market with a confident voice and stronger shelf-presence, whilst retaining their brand recognisability and a loyal customer base from across the globe.