“How do you rebrand a winery?” Australian studio Simple asks. The answer? “Start with a lovely red and blend delicious yellows, blues and pinks.” Keeping things delightfully tongue-in-cheek, the team created a brand language that takes cues from the past for the audience of today. Formerly Penley Estate, Penley is a family-owned winery based in Coonawarra, South Australia, a region famous for its red wines and strip of terra rossa aka ‘red soil.’ As part of a brand refresh – moving away from the self-centred industry stereotypes – Penley and Simple have redefined how a modern wine brand behaves.
