Amator is a new range of biodynamic red wines produced by Wirra Wirra, available only through their Bell Ringers club and cellar door. Our branding solution sprang from the idea of observation and devotion. Observation is at the heart of biodynamic farming — watching changes in the vineyard and responding naturally to find the balance. It takes an almost obsessive commitment to the cause. The ancient Italians spoke of the amator who expressed devotion out of love, rather than for reward. Tending to their majestic old vines, these are ideals Wirra Wirra completely understands.

When first released in 1985, Croser quickly found its position as Australia’s finest sparkling wine — a wine to rival Champagne. With the growth of the sparkling sector and the influx of affordable Champagne, Croser no longer had this space to itself. It needed to reassert its position. As part of an holistic brand review, Parallax was asked to define the brand architecture, refresh the packaging and develop gifting opportunities.

Our first step in the project was to audit the brand’s assets. The distinctive triangular label (a nod to folded linen napkins) was retained. The Croser logotype was completely redrawn, resulting in a far more elegant and refined wordmark. A custom pattern was developed for hoods, and a custom grain for the labels. The simplified labels incorporated new embellishments in the form of embossing, foiling and screening. Finally we developed a range of branded gift items, special edition pressed tin tubes, and gift boxes. 

Oxford Landing

Sometimes a small nudge is all that’s needed to re-invigorate a brand. Selling significant volume per year, Oxford Landing is one of the central pillars to Oxford Family Vineyard's business. Whilst far from broken, the packaging was not giving the wines shelf presence nor delivering the quality cues consistent with its price point. After researching the market and conducting a competitor audit in all markets, we embarked on refreshing the brand. A redesigned word-mark and roundel, stronger branding, simplified hierarchy of information, the introduction of a palette based on the colours of the Riverland, and new embellishments all contributed to the elevating the Oxford Landing brand. Six months after launch the results have been spectacular. Consumer research showed a complete turn around in market perception, with a marked improvement in sales.

Ministry of Clouds

Ministry of Clouds is a new wine brand owned by Bernice Ong and Julian Forwood. The evocative brand name reveals a paradox — one entity made up of two opposites. The yin to the yang. Ministry of Clouds references the acceptance that whilst some things in life can be controlled (Ministry) others cannot (Clouds). The brief Parallax developed with Bernice and Julian called for Ministry of Clouds to be positioned as a contemporary, serious, high quality wine brand. A brand that avoided trend. A brand that, like the wine, includes nothing superfluous to the end. A brand that would still be relevant and contemporary in 20 years time. The Ministry of Clouds logo is based on cloud classification symbols and the crystal structure of ice. It serves as the science in counterpoint to the prose. Thickly textured stock, de-bossing and heavy weight imported glass complete the premium statement. Since launch in late 2013 the brand has quickly established a following, popping up on the best winelists, behind the coolest bars and in the finest independent wine stores.

The Iron Duke

Parallax has been helping Bleasdale tell their stories for over a decade. When briefed on a new super premium Cabernet Sauvignon, our first stop was Bleasdale’s archives for a tale to wrap the new wine in. In the 1870s, Imperial Russia was considered to be the British Empire’s most dangerous enemy. In distant South Australia, a very real (but quite unfounded) fear of invasion followed. Armed with the trusty rifle he named “The Iron Duke”, Frank Potts heeded the call, assembling an army of locals equipped with muskets, shot-guns and “pointed sticks”. Fortunately for all, the Russian Army never materialised on the banks of Langhorne Creek. But the story lives on with Bleasdale’s latest offering, “The Iron Duke” Cabernet Sauvignon. Finished in heavy weight imported glass, each bottle is labelled with its own engraved metal gun plate and wrapped in tissue bearing an illustration of “The Iron Duke”.


Named after Australia's iconic Antarctic explorer, Sir Douglas Mawson, the Mawson's range of wines hail from Wrattonbully on the Limestone Coast. This region in South Australia features ancient terra rossa soils over a maze of limestone caves — a place of discovery and romance. We developed sub-brand names for each wine based around the story of Mawson's ill-fated Australian Antarctic Expedition of 1911-1914. The labels feature illustrations in the style of old "Boy's Own Adventures" annuals, befitting the gripping tales of determination and heroics.

“H” Syrah

“H” Syrah by Henry's Drive Vignerons represents a new way for Padthaway Shiraz. Changes in viticultural practice, careful fruit selection and new oak regime has produced a more savoury and elegant wine – a contemporary take on typically vibrant Padthaway Shiraz. The label represents the experimentation and journey to discover a new paradigm. Even before its official launch, “H” has made excellent inroads into both the domestic and USA markets.


Petaluma White

Petaluma is a true icon of the Australian wine industry. Since 1976, it has been synonymous with ultra premium, uncompromising wines from carefully selected distinguished vineyards. In 2013, Petaluma’s owner, Lion, looked to develop a new range of more affordable wines under the Petaluma umbrella brand. The objective was to introduce a younger consumer to Petaluma and to give the Petaluma faithful an “everyday” wine without having to reach for another brand. We were briefed and Petaluma White was born – a contemporary brand with great shelf presence and unmistakable Petaluma DNA. Petaluma White very quickly found its audience making it one of Lion’s most successful new product launches. 


Shaw Family Vintners

The Shaw family have been growing grapes and making wines in McLaren Vale and Currency Creek for over 35 years. Whilst the wines are all beautifully crafted, the brand's architecture and packaging were hindering sales. When first briefed to review the portfolio, both the holding company and one of their brands were named Ballast Stone, leading to confusion in the trade. We advised to change the holding company's name to Shaw Family Vintners, retaining Ballast Stone as a wine brand only. Following this we developed a comprehensive brand identity for Shaw Family Vintners, refreshed brands Ballast Stone and Steeple Jack, and developed two new ranges — Single Vineyard (Rusty Plough, The 9N, Backup Plan, Lazy T) and Icon (The Ballaster, The Figurehead,
The Encounter) wines.

Croser gift packaging

For the much of 2013, we have been upgrading the architecture and packaging of Australia's finest sparkling wine brand — Croser. In keeping with its Luxury positioning, we developed a bespoke pattern based on the wine's famous triangular label and designed gift packaging in time for the Christmas season. We are continuing to develop and extend this work across the brand's touchpoints.

Joto Sake

Joto is a range of artisanal Japanese sakes developed for the North American market. To Western consumers, traditional Japanese sake labelling is indecipherable and largely indistinguishable. Joto’s packaging opts for bold colour and infographics describing each sake’s brewing process and tasting notes. The logo developed for the company was inspired by the geometrical minimalism of Japanese design, but contains a visual delight for the sake aficionado. Sake is traditionally drunk from a snake’s eye cup—a white porcelain vessel with two blue rings printed on the inside that allows the drinker to judge the sake’s clarity and purity.


Esperanza is a new wine brand from Wirra Wirra, exploring Spanish grape varieties. The label takes its lead from Spanish bull fighting posters. The peace dove tied to each bottle reflects the Spanish meaning of the word Esperanza—hope.


Pb is the newest wine from Jim Barry Wines—a super premium Shiraz Cabernet blend from the Clare Valley. Managing Director, Peter Barry' s nickname is lead, as he shares his initials with the chemical symbol for the element. But what does Pb stand for? Is is Peter Barry or Peter's Blend? Personal Best or Perfectly Balanced? Plumbum or Pig's Bum? You make up your mind.

Wirra Wirra Scrubby Rise
Things are not always as they seem at Wirra Wirra. When the late Greg Trott founded Wirra Wirra, he named the site of a future vineyard Scrubby Rise precisely because the land was dead flat and contained no scrubby vegetation what so ever. Fast forward to today and that spirit is still alive at Wirra Wirra. When the company built a viewing platform over the Scrubby Rise vineyard it was quickly dubbed The Jetty due to the fact the structure overlooks old vines rather than a raging sea. Our solution for reinvigorating the Scrubby Rise range of wines was to complete the surreal allusion with the help of South Australian artist, Andrew Baines.
Fortis et Astutus

When briefed to develop a brand for Bleasdale’s icon tawny we named it “Fortis et Astutus”, the Potts’ family motto meaning “Bold and Crafty”. Bleasdale’s founder, Frank Potts, served under Nelson and had sailed the world by age 21. Thus the bottle was modelled on those used by the Royal Navy—short and squat, their low centre of gravity keeping them from toppling over in rough seas.


The Australian wine industry can rightfully trace its history by that of the Hardy Wine Company. Established in 1853, it is today one of the world’s most powerful wine brands. Through years of discounting, the brand found itself a low-cost proposition, and Parallax was commissioned to reposition Hardys as a premium wine brand, in line with a comprehensive portfolio overhaul.


Bleasdale is Australia’s second oldest family-run wine business. Its founder, Frank Potts, arrived in South Australia aboard the HMS Buffalo and proceeded to establish Langhorne Creek as one of Australia’s premier wine growing districts. The heritage range tells the stories of the five generations of the Potts family that have made Bleasdale what it is today.

Each year Bleasdale’s winemaker, Paul Hotker, reserves two of the best barrels of Malbec to create Double Take—the company’s icon Malbec. The label features two typographic barrels describing each wine’s characteristics.

In 1824, aged nine, Bleasdale founder Frank Potts joined the British Royal Navy as one of its dutiful powder monkeys. So named for their agility, speed & playfulness, these young boys relayed gunpowder between magazines and gun decks during battle. The Powder Monkey honours Frank and his journeys.

Brothers in Arms No.6

The brief was to develop a brand for a $15 bottle of wine, aimed squarely at the American market. At the time, Tom Adams and his brother Guy (the Brothers in Arms) were about to become fathers. Their offspring would be the sixth generation of the Adams family to live and work on the family property in Langhorne Creek. Our response was to name the wine No.6, and develop the packaging to reflect this farming family’s history.

Chapel Hill

Chapel Hill’s cellar door is situated in an historic chapel overlooking McLaren Vale. As part of a complete packaging overhaul, we introduced a more logical brand architecture, modernised the labels, brought the brand story to the fore, and introduced a new sub-brand called The Chosen. Each wine in The Chosen range is made from a block selected from the same single vineyard. The cut-outs in the labels correspond to the shape and location of each chosen block within the vineyard.

Farmer's Leap

Scott Longbottom is an onion farmer and grape grower from Padthaway. Farmer's Leap was his first foray into winemaking, hence the name. Farmer's Leap is a reflection of Scott—uncomplicated, honest and straight-to-the-point.

Henry's Drive Vignerons

Henry Hill once owned and drove the Adelaide-Melbourne mail coach. On property now under vine and owned by Henry’s Drive Vignerons, Henry used to stop and rest his horses. Henry’s Drive Vignerons was named in his honour, and postage has become the company’s central brand idea that has been explored across ranges and price points delivering, a broad and deep brand story.

Jim Barry Wines

Over a period of eight years, Parallax has been responsible for re-branding Jim Barry Wines in Clare. We have developed new brands such as Cover Drive and Silly Mid On, overhauled existing brands such as Lodge Hill and McRaeWood, and developed a new identity for the company. The brand strategy adopted for Jim Barry is to have each brand speak to its consumer and price point distinctively, with little regard for an overarching brand style. It questions the accepted thinking that consumers buy within an umbrella brand purchasing up and down, depending on occasion. It acknowledges that consumers buy different brands at different price points for different reasons—moving in and out of one brand with ease. A strategy that is certainly working for Jim Barry Wines.

Kangarilla Road

The original Kangarilla Road labels, developed by Matthew Remphrey in 1997, were so simple we all wondered why nobody had done it before—display the leaf of the particular variety on the label. 13 years later we were asked to upgrade the labels without losing brand recognition. The result retains the stark minimalism of the originals, whilst increasing focus on the leaf images. Still unmistakably Kangarilla Road.

McLaren Vale Beer Company

Vale Ale was developed to position the beer from one of Australian’s premier wine regions as a completely new, contemporary and different brand to the category norm. To quickly get noticed, Vale Ale had to claim its own brand space immediately. It is now joined by Vale Dry and Vale Drk, and McLaren Vale Beer Company is the fastest growing beer company in Australia.


Redbank’s home is the valleys of eastern Victoria and is known for producing elegant, cool climate wines. Emily is one of Australia’s most successful mid-priced sparkling wines. Our refreshment of the brand introduced it to a new consumer through the lucrative on-premise market, whilst retaining its brand heritage.

The Anvil is Redbank’s icon. A sophisticated, refined, hand-crafted wine—just like the label says.

Southpaw Vineyard

Southpaw is a completely bio-dynamic vineyard, needing neither chemical pesticides nor man-made fertilisers. The owner’s approach to winemaking is non-interventional in style where the wine is a true reflection of site, terrior and vintage conditions. Nothing is added to the vineyard, or blended back into the resulting wine. The label expresses this approach, whereby it simply tells the story of the vineyard and resulting wine. Cartons continue the story and graphics at a scale to work in a crowded retail environment.

The left-handed idea (Southpaw is slang for a left handed person) is presented subtly—range left copy occupying the left-hand side of the label, and a left hand graphic for the logo. The logo is in fact a dingbat, again stressing the nature of the wine-making and viticultural philosophy—only using what was readily available rather than introducing new elements.

Tilly Devine

Tilly Devine is a McLaren Vale Shiraz named after the notorious Sydney madam and bootlegger of the 1920s. So successful was Tilly’s bootlegging operation that her name was adopted as rhyming slang for wine. The design solution came out of the fact that in her heyday, Tilly could be found either behind prison bars or cocktail bars.