Pernod Ricard identified a significant commercial opportunity to launch a new product within the Montana wine portfolio, specifically targeting the super-premium price tier. The challenge was to encapsulate the essence of the quintessential Kiwi brand, Montana, which has been “Genuinely sharing wine since 1934.” This brief called for a design that would not only represent the quality and heritage of Montana but also resonate deeply with consumers who value authenticity and a connection to New Zealand’s rich cultural tapestry.

New Zealand’s history is both vibrant and diverse, filled with stories, traditions, and symbols that define its national identity. Capturing this multifaceted heritage in a single design, however, proved to be a complex task. In response, we developed a creative solution that would honour this rich history while maintaining a modern, engaging aesthetic. We crafted 20 unique illustrations, each one celebrating a different aspect of Kiwi heritage. This collection, aptly named ‘The New Zealand Collection,’ blends nostalgia with contemporary design elements, adding an eccentric twist to reflect the playful yet proud nature of New Zealand culture.

Each illustration within ‘The New Zealand Collection’ was carefully designed to represent easily recognisable Kiwiana icons. These icons were paired with specific wine varietals, with each one offering a charming and tongue-in-cheek flavour cue to create a strong connection between the consumer and their favourite wine. For example, the Crisp and Zingy Sauvignon Blanc features a farmer leaning on a lime, symbolising the wine’s refreshing qualities, while the Pinot Noir, known for its rich and robust flavours, is represented by a shot putter throwing a giant cherry. These visual cues are not only humorous but also serve as a creative way to link the wines to familiar aspects of New Zealand life.

This iconic range truly showcases the unique, inventive, and most cherished parts of our culture—what makes us, us! The New Zealand Collection stands as a testament to the ingenuity and creativity that defines New Zealand, celebrating our heritage in a way that is both meaningful and memorable for consumers. By intertwining the past and present, we have created a range that is not only visually striking but also deeply rooted in the spirit of New Zealand.