WIT MEETS WINE
*
WIT MEETS WINE *
Noble Fellows Wines
Brand Naming
Brand Narrative
Verbal Identity
Brand Identity
Packaging Design
Illustration
Art Direction
Fab Awards - Silver
AGDA Awards- Distinction
Created at Our Revolution
How It Started.
New Zealand wines are known for their bold flavours, premium quality, and regional pride. But in a sea of elegant scripts, watercolour landscapes, and heritage clichés, a new range of anonymous Marlborough wines needed something more: a brand that could stand out — and stand for something.
With no provenance to lean on, the opportunity lay in creating a story from scratch. One that went beyond the category codes and offered a fresh take on what it means to be a New Zealand wine.
We asked: what if we brought the wit and charm of the people into the wine itself?
What We Did About It.
Introducing Noble Fellows — a tongue-in-cheek collection of wines, each led by a Renaissance-style portrait of a New Zealand native animal dressed in aristocratic grandeur.
A cheeky wink to tradition, Noble Fellows balances craftsmanship with character, blending classic oil-painting cues with uniquely Kiwi humour. Each varietal features its own “fellow,” complete with a witty, Shakespearian-style quote that brings their personality (and palate) to life.
What started as a playful idea quickly struck a chord — becoming a fast favourite with wine buyers and consumers alike. Many varietals sold out post-launch, leading to new characters, new wines, and expanded formats.
Where It’s Headed.
Riding on its early success, the Noble Fellows range has continued to grow — proving the power of story-led design with commercial impact. A standout addition was a Sparkling Brut, represented by a diminutive, regal bird dressed as a queen — elevating the range into the realm of celebration and occasion. It not only broadened the product offering but reinforced the brand’s ability to balance humour with elegance.
Building on this momentum, we were tasked with extending the brand into a more mindful space. The result: an Organic Sauvignon Blanc, crafted for consumers seeking a more natural, conscious wine choice. While the tone remained witty and noble, we softened the palette and dialled up cues of purity and provenance. The design retained the integrity of the original range while carving out its own refined presence — a modern expression of the Noble Fellows court for today’s health-conscious drinker.
Today, Noble Fellows continues to evolve — a collection that celebrates good taste, compelling storytelling, and a little self-aware charm. A brand as collectable as it is drinkable.
