Her Majesty’s Prison Pentridge has defined the landscape of the Melbourne suburb of Coburg since 1851. Of the many divisions inside its bluestone walls, D Division remains the best preserved, standing as a true icon of the past.
Fast forward to 2004 and Moreland City Council, recognising its unique potential, officially re-zoned it for wine storage. With cell walls made of 500mm-thick bluestone, this climate-controlled environment has found a perfect second life, ensuring the glory of D Division is set to remain for future generations.
When wine enthusiasts Paul Tardivel and Michael Woodworth discovered the historic building had been zoned for wine storage, they recognised a rare opportunity. A visit to the site sparked a vision to bring it back to life, leading to the creation of Pentridge Cellars.
The project began with research and workshops to define the brand’s direction and objectives. From this, a clear set of strategic recommendations was developed, shaping the marketing, brand and digital approach to ensure all creative outcomes aligned with the broader business goals.
A brand rooted in history and craft
The brandmark draws on the site’s past, transforming the bars of a prison cell into the silhouette of a wine bottle. Paired with the line “Great wine belongs behind bars”, it balances a sense of modern luxury with the intrigue of its history.
Printed collateral extends this idea through material and finish. Duplexed, stone-toned stocks reflect the scale and character of the site, while details such as sculpted embossing, black foil stamping, custom forme-cut folders and singer-sewn bindings reinforce a sense of craft and quality.
Together with the website, the work forms a cohesive and considered launch, positioning Pentridge Cellars with clarity and impact.
The project was recognised with two Distinctions and two Judges’ Choice awards at the 2019 AGDA Awards, alongside a MADC award for Design and Photography.
Bringing the brand to life
Through a series of site visits, signage was developed, site styling refined and brand imagery art directed in collaboration with photographer Josh Robenstone. The result is a suite of dramatic, evocative scenes that balance a sense of reverence with desire.
The logotype draws on British industrial typography, referencing the site’s history and the character of the era. It is classic and understated, with a quiet sense of elegance.
This is echoed in the colour palette. A base of black and stone, accented with metallic detail, reinterprets the site’s minimal, masculine tones in a more refined and contemporary way.
“The branding is something that we are very proud of. It fulfils all that we are as a business. Our identity has been very well received by customers and suppliers alike, it exudes both an old and new world, intertwining them much better than we could have hoped. We would certainly recommend you and your company’s services for all manner of creative branding solutions.”
