A sparkling wine label and brand activation
Designing the brand before the building opened
Hotel Panorama is a new venue opening in 2026. Its first introduction to the world wasn't going to be the building, though. It was going to be a bottle of sparkling wine. The brief was to design a premium label that could sit comfortably within Hurley's existing wine range, while quietly setting the visual tone for Hotel Panorama itself. And then take that label and turn it into something physical. An installation inside the venue that worked within the realities of an actual operating space.
I worked through multiple directions. Different colourways, different formats, different sizes. Refining toward a label that felt unmistakably premium on its own, with a small clue about the kind of place Hotel Panorama would be. Bronze foil detail, a quiet confidence.
From there, I extended the label's form, colour and materiality into a large-scale wine archway in the venue. I designed the structure and managed the on-site logistics, so it felt intentional rather than bolted on.
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A soft launch for a venue that doesn't exist yet
Hotel Panorama Sparkling launched at Hurley Cellars ahead of the venue opening, paired with a "Win a Stay" promotion that pulled the local community into the brand story before the doors had even opened. What looks like a wine label is doing strategic work - softly introducing a venue to the people who'll one day fill it.
Available now at Hurley Cellars Panorama, ahead of Hotel Panorama opening in mid-2026.
Photography by Sam from Outline Creative
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