Oakvale is one of the Hunter Valley’s oldest wineries established in 1893. Under new ownership, the cellar door was extensively refurbished, and the wine range refined to showcase a selection of quality-handcrafted wines. Our challenge was to communicate Oakvale’s brave new vision whilst maintaining its heritage, and demonstrate its relevance to younger and more diverse audiences. 



Our take? A rebuilding of the brand was in order, our refresh would unify the brand’s story for all audiences. We created an identity and art directed a new look that reflected the wineries agenda. Our response focused on the combination of old and new, traditional and contemporary facets inherent throughout the winery, its history and setting. It enabled us to bring new stories to life to engage new and existing audiences.

The identity has provided a new sense of purpose and is visible across all mediums of engagement including packaging, social media, marketing communications and e-commerce website. 


The Result

  • The Oakvale rebrand elevated the perceived value of their image to match the quality of the product produced.
  • The winery was announced as a finalist in the inaugural Hunter Valley Cellar Door of the Year in 2014. 
  • The 'Elle' sparkling label was a silver medallist in The Media Super National Print Awards and received a Highly Commended in the Finat Label Competition (International).
  • The new e-commerce website opened the door to a new revenue stream allowing customers to easily order online, resulting in increased sales for the business.