CHALLENGE

The year 2018 marked the one hundred and twentieth anniversary of Church Road Winery, a significant milestone for a brand with deep heritage and enduring influence. The challenge was to celebrate this history in a way that felt authentic, meaningful and visually compelling, without leaning into nostalgia. The brief called for a limited edition bottle wrap that would bridge past and present, honour the individuals who shaped the winery and invite consumers into the story in a contemporary, crafted way.

APPROACH

We centred the storytelling on Tom McDonald, widely regarded as the father of French winemaking in New Zealand. His ambition and pioneering drive shaped the early decades of the winery and paved the way for the modern Church Road. The bottle wrap became a narrative surface where these stories could unfold honestly and with impact.

Five archival images were selected, each capturing a moment from Tom McDonald’s life and his time at the winery. These were paired with the varietals in the McDonald Series, allowing the story to evolve across the range rather than sit as a single commemorative gesture. To elevate the craft and create a keepsake-quality experience, we engaged Signet in the UK to develop a bespoke wax seal. This seal was applied to the string that wrapped around the paper, adding a tactile, ceremonial detail that reinforced authenticity and marked the anniversary as something genuinely special.

RESULT

The limited edition bottle wrap offered consumers a deeper connection to the brand, presenting Church Road’s heritage through real imagery, thoughtful storytelling and crafted detail. The addition of the custom wax seal created a distinct sense of occasion, strengthening provenance and elevating the McDonald Series with a meaningful anniversary expression.

KEY TAKEAWAY

Milestones offer powerful storytelling opportunities. Church Road 120 Years shows how authentic archives, combined with crafted elements such as a bespoke wax seal, can honour a legacy, enrich a premium wine range and create lasting value for both brand and consumer.