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Pentridge Cellars

Fine wine belongs behind bars

  • What we did
  • Strategy
  • Brand Communication
Pentridge Business Cards

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.

Pentridge Stationery

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.

Pentridge Interior 01
Pentridge Brochures

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.

Pentridge Interior Signage

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.

Pentridge Logo
Pentridge Sewn Brochures
Pentridge Postcard
Pentridge Building Illustration

The final branding is something that Michael and I are very proud of, it fulfils all that we are as a business. Our identity has been very well received by customers and suppliers alike, it exudes both an old and new world, intertwining them much better than we could have hoped. We would certainly recommend you and your company’s services for all manner of creative branding solutions.

— Paul Tardivel, Director

Pentridge Interior 04
Pentridge Cheese Board
Pentridge Interior 03
Pentridge Interior 05
Pentridge Signage 02



Brand Strategy

Brand Identity Design

Design for Print

Creative Direction



Tone of Voice

Project team

Shane Loorham: Creative Direction, Brand Strategy, Brand Design

Annie MacInnes: Illustration

Anna Gowers: Project Management

Andrew Fiscalini: Animation

Madeleine Baud: Copywriting

Josh Robenstone: Photography

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We live and work on the lands of the Wurundjeri people. We acknowledge their ownership of the land and pay our respects to their Elders past and present.

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