When wine lovers Paul Tardivel and Michael Woodworth learned that this historic building had been zoned for wine storage, they knew it was an opportunity too good to pass up. One visit to the awe-inspiring site and they became passionate about bringing it to life again. As the joint directors of brand new venture Pentridge Cellars, they engaged Liquorice to help put a label on this exclusive drop.
Together with Fiona Killackey (My Daily Business Coach), we kicked off the project with research and team workshops to define the goals of the brand, then made a series of strategic recommendations based on the outcomes. With Pentridge Cellars' input, we finalised the marketing, brand and web strategies, which would ensure all creative outcomes aligned with the business objectives.