Global drinks design agency, Denomination, debuts a new proprietary bottle alongside a five-tier luxury gifting system built on restraint, not ornament.
Global, award-winning drinks design branding consultancy, Denomination has completed a ground-up redesign of the entire Penfolds Collection gifting range, timed to the 2026 Collection release and the debut of the brand’s new proprietary bottle. The redesign spans every gift box and every tier, from the Bins through to Penfolds’ icon, Grange, across a five-tier system covering fifteen wines and three countries of origin.
Penfolds asked Denomination, its design partner of 23 years, to create a gifting identity that could stand out on shelf against the world’s luxury alcohol competitors, carry a five-tier range spanning fifteen wines and three countries of origin, sit comfortably beside Penfolds’ more playful seasonal gifting without feeling traditional.
The resulting system is built on a single idea: luxury through restraint. Where the luxury alcohol shelf typically competes on ornament, Denomination reduced each gift box to a refined composition of Penfolds’ most distinctive brand assets: its wordmark, its P monogram, and its iconic red, deployed red on red. The design strips away decoration in favour of sculpted embosses, tonal debosses, uncoated tactile stocks and precisely registered foil detailing, with production quality escalating as the range ascends through its tiers toward personalisation and gift-with-purchase at the top of the portfolio.
Every gift box in the new range meets luxury packaging standards while being 100% recyclable or compostable, with no magnets, foams or plastic inners, in line with Treasury Wine Estates’ sustainability commitments.
The gifting redesign launches alongside the debut of a new proprietary glass bottle, also designed by Denomination, featuring a P monogram embossed on the shoulder and the Penfolds name debossed into the foot, so that glass and box speak the same design language.
“The new Collection Gifting identity is a powerful expression of Penfolds today: timeless, confident and unmistakably Penfolds. By elevating our iconic ‘P’ monogram across the bottle and gift box, we are strengthening the distinctive brand codes that connect our heritage with the future.” Rhea Guharoy, Marketing Director, Global Brand & Consumer Experience at Penfolds
Denomination has worked with Penfolds for more than two decades, with the new Collection gifting range marking the latest chapter in that relationship. Every label, gift box and retail moment the two companies produce together starts from the same question: how far the brand can be stretched without losing what makes Penfolds, Penfolds.
Source: Denomination
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