Pentridge Cellars

Fine wine belongs behind bars

What we did
Strategy
Brand Communication

Her Majesty’s Prison Pentridge has defined the landscape of the Melbourne suburb of Coburg since 1851. Of the many divisions inside its bluestone walls, D Division remains the best preserved, standing as a true icon of the past.

Fast forward to 2004, and Moreland City Council, recognising its unique potential, officially re-zoned it for wine storage. With cell walls made of 500mm-thick bluestone, this climate-controlled environment has found a perfect second life, ensuring the glory of D Division is set to remain for future generations.

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.

When Michael and I were first introduced to Liquorice we were instantly impressed with the professionalism and the attention to our brief for a professional and refined branding of our business. The Liquorice team listened to us, challenged us, subsequently developed and presented to us a suite of branding options that exceeded our expectations.

— Paul Tardivel, Director

The brandmark, depicting the bars of a prison cell bent into the shape of a wine bottle, is immediately memorable and, paired with the campaign line "Great wine belongs behind bars", the concept strikes the perfect balance of thoroughly modern luxury and a grand, intriguing history.

The marketing collateral, printed on duplexed, stone-hued Stephen papers from Spicers, reflects the monumental and historic nature of the site. Meanwhile, luxury print finishes such as the sculpted logo emboss, glossy black foil stamps, custom forme-cut folders and singer-sewn brochure spines reflect the premium craftsmanship of the cellars themselves. Together with the website, the marketing works cohesively towards a considered and impactful launch to market.

We are proud that the project won two Distinctions and two Judges Choice awards at the 2019 AGDA Awards, celebrating the best of Australian brand identity design, and a MADC award for Design and Photography.

Over a number of site visits we designed signage, aided with site staging and styling, and art directed brand imagery with photographer Josh Robenstone. Together, we created a suite of dramatic and evocative scenes, setting an intriguing mood and balancing the feeling of reverence with desire.

The logotype, based on British industrial typography, references the site's history and the aesthetic of the era. Classic, elegant but understated. That elegance is also evident in the colour palette; the black and stone base with metallic detail sees the prison's minimal and masculine tones in a new light.