Overarching branding and strategy
Tier name generation and branding
Photography: MCC Australia, Stephen Clarke
Peter Drayton is a fifth generation descendant of the famed Drayton Family Wines from Hunter Valley, Australia’s oldest wine region. Home to Peter Drayton Wines at the foot of the Brokeback range is IronBark Hill Vineyard, named after the intrinsically Australian eucalyptus trees found on the property. These wines celebrate the Hunter Valley with the boldness and craftsmanship that is synonymous with Peter Drayton radiating a contemporary, bright and quintessential Australian personality.
Peter Drayton’s ‘Anomaly Series’ revels in the divergence from the expected from the vineyard to the glass, cultivating and crafting wines from alternative varieties beyond those that have made the Hunter Valley world-famous. Expressing this challenge to convention and individuality, the labels utilise sequential imaging so that within a case of wine, no label is the same - creating a typographic buildup of the letter ‘A’.
‘Wildstreak’ celebrates the winemaker's maverick nature. Though a fifth generation descendant of the Hunter Valley Drayton family, he has forged his own independent way, embodying the audacious spirit and adventurous vision of his very early pioneering forefathers.