If you’re Canadian, chances are Peller Estates wine has been a frequent guest at your dinner table. For over sixty years, this pioneering Canadian wine brand has been known for delivering consistent quality at an approachable price point that makes it a beloved household staple.

Revel Brand Design’s packaging redesign for Peller Estates Family Vineyards artfully tackles the challenge of preserving well-established brand equity while introducing a fresh look designed to resonate with the evolving preferences of modern wine drinkers. As part of the process, the team mined through a wealth of historical labels spanning generations, and rediscovered the origin stories that chronicle the Peller family’s enduring connection with Canada and their dedication to nurturing its rich and diverse lands.

Key to the success of this redesign was a strategic pivot away from the brand’s use of lifestyle photography on the label—opting instead to blend elements of the brand’s rich history with bold, fresh design updates that more closely align with the vernacular of premium wine.

Determined to strike a balance between the past and the future, Revel opted for a dramatically different wine label shape that cleverly emulates the shape of the Peller family seal, and a bold, fresh color palette that would liven up any table. To integrate the Peller family history, Revel partnered with artist Steven Noble to create a bespoke illustration of the iconic Peller Estate. These elements, along with updated typography and a thoughtfully refined logo mark, led to a reimagined brand universe that flows artfully from box to bottle to Tetra Pak. The result is a visually delightful and memorable appearance on retail shelves nationwide.