Our branding for PepperBox Wines, a captivating wine brand design, is a taste-driven feat. Channelling the cook’s kitchen, it’s confident in wine brand design with the evocative mill bringing the brand to life. A perfect partnership between wine and food.

PepperBox comes from sunny South Eastern Australia. It’s a part of Casella Family Brands, the largest family owned wine brand in Australia. Started in 1969 by Filippo and Maria Casella and now run by their son John Casella.

For generations, the Casella family has enjoyed great wine paired with fabulous food, all within the embrace of close friends and family. The PepperBox Wine brand design, its name and concept, stemmed from the idea of adding flavour and enhancing food by accompanying it with flavorful wines.

Over 3–4 billion bottles of wine each year are consumed with food, which is about 75% of all wine occasions (Kantar). Identify that not many brands were specifically calling out this link to food with a distinctive offering, thus we saw the opportunity for a new appealing premium brand that delivered on the food link.

Barlow & Co. expanded the PepperBox name into a brand identity and ‘Wines with Cracking Flavour’ concept. In crafting the wine brand design, it was evident that for premium wines, key choice cues included varietal, heritage and provenance callouts, and taste descriptors. These elements were seamlessly incorporated into the label's font.

The PepperBox label design included an embossed pepper grinder with detailed embossing and metallic texture for a realistic finish and to aid shelf standout and to improve brand recall.

Introduced in Tesco stores in 2021, PepperBox Shiraz, a testament to innovative wine brand design, emerged as the most successful new world red wine brand launch over £8m in 2022 (Nielsen total market volume new products to end Dec22).

PepperBox is now stocked in a variety of UK and international retailers, including Waitrose, Majestic Wine and Sainsbury’s. Notably, in September 2022, a new Chardonnay varietal, integrated into the existing wine brand design, was added to the range.

£2.5m

Pepperbox brand retail sales value (RSV) in the latest Nielsen stats to end Feb23.

#1

White Australian wine (£7+) new product development (NPD) for Pepperbox Chardonnay to end Feb23.

What we did

— Naming
— Wine branding design
— Concepts creative
— Artwork and production
— Range extension