The Hedonist Wines Brand Refresh

David Byerlee

Adelaide SA, Australia

Brand identity and package refresh for ‘The Hedonist’ wines in McLaren Vale, South Australia; A family-owned winery with strong biodynamic, organic, vegan-friendly and sustainable practices and winemaking methods. The award-winning winemaking team consists of Walter Clappis, a veteran winemaker of 36 vintages, daughter, Kimberly and her partner James Cooter.

Hedonist – noun; a person who believes that the pursuit of pleasure is the most important thing in life; a pleasure seeker. In broad terms, a hedonist is someone who tries to maximise pleasure and minimise pain. The Hedonist wine brand embodies the relaxed Australian ethos of a glass-in-hand; to indulge and to live happily and blissfully.

The Hedonist approached Byerlee Design with the aim to invigorate and strengthen their long-standing brand. A softened and considered approach was born to set a new standard moving forward. The winery’s environmentally friendly practices are swiftly communicated on the packaging via a new tone-of-voice and visual cues; key messages, brand story, tactile finishes and an earthy colour palette. The brand’s existing and adored pig icon was retained in a consistent stance for recognisability but reimagined in a more lively illustration, created by the talented Tatiana Trikoz.

The refresh saw The Hedonist transition into the modern wine market with a clear, confident voice and stronger shelf-presence, whilst retaining their brand recognisability and a loyal customer base from across the globe.