Established in 2007, ‘Blackstone Paddock’ has a great wine-award lineage and deserved a refresh and elevation of the whole brand proposition. It is a multi-tier wine brand, offering premium varietal wines from iconic regions from the Barossa to Margaret River, with the top stalwarts of Shiraz and Cabernet Sauvignon and Limited Release wines such as Chardonnay and Pinot Noir. With this rebrand, we were tasked with investing the identity with greater authority, character and gravitas as well as creating hierarchy within the range, highlighting regionality and its premium winemaking status.
The entry level tier of the Blackstone Paddock range is named ‘The Player’ describing a character from the old world who followed his heart to the new world. From an English banking background, he transformed himself into an Antipodean winemaker. With hard graft and a lot of luck, his gamble paid off. The anthropomorphic illustration portrays an eccentric ‘gentleman horse’ that exudes personality, success and confidence.