CHALLENGE

Pernod Ricard saw an opportunity to introduce a super premium product within the Montana portfolio. The brief was to express Montana’s essence, genuinely sharing wine since 1934, in a way that felt modern and distinctly Kiwi. The challenge was capturing the breadth of New Zealands heritage in a design that was both engaging and commercially strong.

APPROACH

Rather than reducing New Zealands story to a single symbol, we created twenty individual illustrations that together formed the New Zealand Collection. Each artwork reflects a recognisable piece of Kiwiana, expressed with a contemporary look and an eccentric twist. Every varietal carries its own unique illustration, using playful flavour cues to connect consumers with their preferred wine. A farmer leaning on a lime for Sauvignon Blanc and a shot putter throwing a giant cherry for Pinot Noir are examples of how each label brings charm and character to the range.

RESULT

The Montana New Zealand Collection launched as an iconic expression of Kiwi culture, blending nostalgia with modernity and giving the brand strong presence at the super premium tier. The illustration series created a memorable brand world and deepened consumer engagement.

KEY TAKEAWAY

Cultural storytelling can be premium and approachable. The Montana New Zealand Collection shows how well crafted illustrations can bring national identity to life in a way that is engaging, distinctive and aligned with the spirit of a much loved Kiwi brand.