A bottle of Chalk Hill McLaren Vale 2020 Fiano wine with a white textured label and a background of a marble surface.

CASE STUDY

A premium cellar door experience and dated packaging aligned.

Client
Chalk Hill Wines

Category
Wine

Region
McLaren Vale,
South Australia

Deliverables
Brand strategy
Visual identity
Packaging design
Cellar Door Materials

Chalk Hill Wines had invested significantly in a new destination cellar door, designed to attract a younger, visually literate audience.

The wine quality was never the issue. But the existing labels had been created for a different moment in the brand's evolution. On site, the mismatch was visible, and it was quietly undermining the investment being made in the experience.

The image shows a textured gray background with the text 'Chalk Hill' and 'McLaren Vale' and a circular logo with 'Chalk Hill Wines EST. 1964' in the center.

The brief was to lift the packaging to match the cellar door ambition, without touching what had already earned trust.

No complete overhaul. We refined what was already there. Quality signals were sharpened. The Chalk Hill name was given more confidence and presence. Every decision was guided by one question: does this feel calm, modern, and aligned with the experience visitors are walking into?

The labels aligned with the cellar door from day one. First impressions strengthened. Purchase confidence among a younger, premium-oriented audience increased.

Modern dining room with large glass windows showing a green outdoor landscape, with wooden tables and chairs, pendant lighting, and a sofa against the wall.
Modern building with large glass windows and an outdoor patio, surrounded by a grassy field and trees under a partly cloudy sky.
A wine bottle labeled Chalk Hill McLaren Vale Shiraz standing upright on a plain background.
A bottle of Chalk Hill Sangiovese wine from 2012, produced in Australia, is displayed against a neutral gray background. The bottle features a black and white label with minimalist design elements.
Close-up of a wine bottle label. The label reads 'Chalk Hill McLaren Vale 2021 Barbera', with the text 'Wine of Australia' at the bottom. The label is black with silver and white text. 
BEFORE
AFTER
Three bottles of Chalk Hill wine, including a white wine, a Shiraz, and a Fiano, arranged against a plain background.

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