Hardys

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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. The new brand identity for Hardys takes inspiration from trade-cuts and early letterheads held within the company’s archives, its rich history of blending regions and varieties, commitment to innovation — re-interpreted to reflect a progressive and contemporary Australian wine brand.

Scope of work:
Brand strategy
Brand architecture
Identity design
Packaging
Point of sale
Literature
Signage and livery
Wardrobe and Merchandise 
Website

Thanks to Kris Sowersby for his work on Hardys typeface.