For a brand built on legacy and luxury, every physical detail matters. Our updated toolkit for Penfolds was designed to match that premium standard, while bringing a new layer of agility and modern relevance to the off-trade. The centrepiece: a giftpack system that looks elevated on shelf but flexes behind the scenes. With one simple paper insert, the outer packaging can be tailored for multiple occasions, removing the usual waste of single-purpose packs while keeping visual cohesion and luxury appeal. It’s sustainability through smart design, without compromising on shelf impact. Around it, we built a cohesive ecosystem: a display that commands presence, a cooler bucket and glorifier that double as table-top storytelling, and bottle bags that carry the brand world into the hands of the shopper. Every piece was crafted with precision, materiality, finish, and tone calibrated to the brand’s exacting standards. Matching the iconic Penfolds red across metal, print, and leather isn't easy. But it’s that kind of detail that turns POSM into premium cues. What’s more, we delivered it all in under three months. Because in today’s landscape, even timeless brands need tools that can move at speed. This is premium with purpose. Distinctive. Flexible. Built to last, and built to sell.