There are many ways to describe wine other than the palate. One could pontificate about the colour of the grape or how the light hits the glass to give that blood-red hue. You could comment about the presence of sediments or how bright it is, which speaks about the filtration process. But in a rare moment, Penfolds decided to get people talking about the label design. Cue NIGO.
Penfolds ropes in street style doyen NIGO as the brand’s inaugural creative partner. This year-long appointment will lead the creative vision for selected Penfolds projects. A veteran in the fashion, art and music world, NIGO is also a wine collector. When asked about his affiliation with Penfolds, NIGO says, “I have always loved and enjoyed wine, and Penfolds has always been one of my favourites. My creative partnership with Penfolds is a dream project. I am grateful for the opportunity.”
And what is NIGO’s first labour? It’s the One by Penfolds.
One by Penfolds celebrates “oneness”. You know, that old saw about how different and unique people are and the things that bind all of us together. But that expression holds true for Penfolds as its wine is the product of diverse perspectives and regional nuances of each winemaking region.
In his signature style, NIGO designed four animal motifs for the wine labels. Like something out of an alt-Sanrio sketchbook, each animal (crocodile; rooster; panda; bear) represents the four winemaking regions where One by Penfolds wines are sourced—Australia, France, China and America. Limited-edition T-shirts and jackets, courtesy of NIGO’s own Human Made label, accompanied the global launch of One by Penfolds. Alas, those were quickly sold out. But the One by Penfolds range is still available online and at selected restaurants and bars.
