NIGO On Collaborating With Penfolds As Its First-Ever Creative Partner
Kristy Keyte, Chief Marketing Officer for Penfolds, also weighs in on the collaboration and how it ties in with their new marketing strategy.
By Navin Pillay - published
NIGO at The Upper House in Hong Kong. Photo: Courtesy
To say that collaborations between brands and creatives have lost their novelty in 2023 would be an understatement. It’ll take something truly bold and never-seen-before to excite both consumers and the media to create a lasting impression, especially in the realm of alcohol—and Penfolds is doing just that. For the first time in its 180-year history, the Australian winemaking label is welcoming a creative partner: NIGO, artistic director of KENZO, creator of A Bathing Ape and founder of Human Made (which he founded in partnership with Pharrell Williams).
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"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 and I am grateful for the opportunity,” says NIGO of his appointment. To him, a combination of first-hand knowledge and a natural affinity for the subject leads to a successful collaboration. “If you have the knowledge and know the bases, then you can break what is conventional, and create something completely new,” he explains.
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Photo: Courtesy
Unlike typical brand-creative collaborations, this multi-year creative partnership will see NIGO lead the creative vision on select Penfolds projects, starting with the global launch of One by Penfolds—a range of wine celebrating the concept of oneness. Held in Hong Kong, the global launch saw PMQ transformed into a conceptual and multi-sensorial experiential space, complete with a content wall and sections dedicated to each of Penfolds’ wine-producing regions.
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(left to right) Marina Balenciaga, Jayler, Chayanit Pat.
The event also unveiled a limited-edition collection of T-shirts and jackets that were designed by NIGO and made by Human Made in Japan. “Penfolds wanted designs that are graphical, which is a characteristic of my creative works. I figured it would be more fun to design the wine label first, and then the apparels,” shares NIGO. The Japan native’s longtime friend, rapper Pusha T, made a special guest appearance and performed for a crowd of VIPs, celebrities, influencers and media from the region. Among those in attendance were Singaporean entrepreneurs and content creators Stephanie Er and Mae Tan, Thai star Jayler and actress Chayanit Chansangavej, as well as Japanese DJ Mademoiselle Yulia.
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Photo: Courtesy
Photo: Courtesy
Photo: Courtesy
Photo: Courtesy
They say that lightning doesn't strike the same place twice, but it’s clear that from a creative perspective, NIGO, who is no stranger to collaborations, has hit it out of the park once again. At the time of publishing, the T-shirts and varsity jackets had sold out. Safe to say this collaboration has achieved its goal of creating hype and awareness surrounding the brand and its product range.
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Kristy Keyte, Chief Marketing Officer, Penfolds. Photo: Courtesy
But how exactly does this benefit the brand? We spoke with Kristy Keyte, Chief Marketing Officer for Penfolds, to find out.
What conversations took place that birthed this new marketing strategy for the brand? From a business perspective, how has this new marketing strategy benefitted the brand?
The birth of our new marketing strategy involved in-depth conversations centred around the evolving luxury market and the changing preferences of our target audience. At Penfolds, our vision is to become the definitive leader in luxury wine globally, transcending the category to become a true luxury icon with the same scale as other established luxury houses.
However, the luxury category and the rules to play have changed dramatically over the last five years. We closely examined key insights and trends, and noticed the growing importance of online channels for luxury purchases and the increasing dominance of Millennials and Gen Z in the luxury consumer segment.
Photo: Courtesy
These insights drove our decision to pivot our marketing approach and tap into the preferences and aspirations of these emerging consumer segments, starting with a strategic shift from 'fine wine’ brand activation to ‘new luxury' activation. With our brand heritage spanning almost 180 years, we recognised the importance of compelling storytelling that resonates with this audience who seek to learn more about the products they consume.
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Now, with a focus on creative partnerships, we sought to leverage the power of collaboration between notable creatives. We believe that this strategy allows us to reach our target audience in a more engaging and relevant manner. The partnership between Penfolds and NIGO is a testament to our commitment to embracing cultural relevance and staying in tune with the broader luxury category.
From a business perspective, this new marketing strategy has brought numerous benefits to the Penfolds brand. We have witnessed a significant increase in brand recognition and awareness among younger demographics. By aligning ourselves with the broader luxury category and embracing cultural relevance, we have attracted new consumers who appreciate luxury brands, lifestyles, and culture. This expansion of our consumer base has not only strengthened our market position but also contributed to overall brand growth and enhanced our reputation as a global luxury icon.
Photo: Courtesy
How will the collaboration between Penfolds and NIGO be different, and in what tangible and intangible ways can consumers and the brand benefit from this collaboration?
What sets this collaboration apart is NIGO's exceptional influence and expertise in streetwear, fashion, and music. NIGO is a fashion designer, creative director and music producer who has been at the forefront of culture for over 30 years. He is a passionate wine collector and lover of Penfolds. He has a large cellar in Tokyo and took great interest in our reds and fortified wines during a recent trip to Penfolds Magill Estate in South Australia. Under his creative direction, NIGO brings an element of cultural relevance and artistic expression to the Penfolds brand.
Tangibly, consumers can expect limited-edition releases, innovative packaging, and engaging experiences that reflect the shared values and creative energy of both Penfolds and NIGO. Using his signature style, NIGO designed four animal motifs which feature on the wine labels of the One by Penfolds range – a crocodile, rooster, panda, and bear. The designs represent the four winemaking regions where One by Penfolds wines are sourced – Australia, France, China, and America respectively. Each wine has its own distinct personality while remaining anchored by Penfolds ‘House Style’.
Intangibly, this partnership adds a new layer of cultural relevance and excitement to the wine drinking experience, thus helping us to create a deeper connection with consumers who appreciate luxury brands, lifestyles, and culture. By merging the worlds of wine and contemporary culture, this partnership elevates the wine drinking experience and offers consumers a unique and immersive journey.
Photo: Courtesy
In your own words, how would you describe One by Penfolds, and why is diversity and inclusivity important to the brand?
One by Penfolds is about the idea of ‘oneness’. Oneness embraces what makes us all different and unique, but also the things that bring us together—as represented by the winemaking regions from where the One by Penfolds range is made—Australia, the US (California), France and China. It’s also about championing and empowering the local communities where our wines are made.
Diversity and inclusivity are essential to Penfolds because we believe in embracing and appreciating different perspectives, cultures, and talents. By valuing diversity, we enrich our brand's creative and innovative spirit, ensuring that we can continue to evolve and resonate with a diverse range of luxury consumers around the world. The range embodies the idea that greatness can be achieved when diverse elements come together harmoniously, just as our collaboration with NIGO exemplifies.
Photo: Courtesy
What else can we expect from Penfolds in the near future?
Looking ahead, we remain dedicated to pushing boundaries and delivering exceptional experiences to meet the evolving demands of our consumers. While I cannot disclose specific details at this moment, I can assure you that we are continuously exploring new frontiers in winemaking, craftsmanship, and brand collaborations. Our focus remains on delivering distinctive and consistent experiences that align with the broader cultural territories our affluent young consumers are interested in, such as food, fashion, art/metaverse, and music.
*This interview has been edited and condensed for clarity.