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Interbrand were tasked with building a strategy for the Peter Lehmann brand and overhauling the existing packaging which hadn’t changed significantly for over 10 years. The strategy included a plan for separating some of the ranges that had merged over time, across price points, and had become confusing for consumers.
The legend of Peter Lehmann has been captured in the form of his silhouette on each of the core ranges. While the silhouette is constant, the treatment changes to reflect the style and spirit of that range.
Art series is fun, with a poppy feel. It signifies the expressive nature of the newest wine styles. Portrait range has a handcrafted feel, featuring the story of Peter’s original promise to the growers, it’s a sketch of great things to come. Classic metallic cues reflect the sophisticated premium nature of the Masters series.
Throughout the entire core range, the silhouette has made identifying a Peter Lehmann wine easy and visually unified the brand, while at the same time defining and bringing to life each range. Every bottle is also sealed with a promise from the legend himself – “my word is my bond.”
The three series are pictured below-
Top: Art series, Middle: Portrait series, Bottom: Master series.