A brand campaign designed to cut through Sydney’s wine market
BRUNCH SERVICES
Pairs well with a moment
Hungerford Hill’s Fish Cage is a vibrant, expressive wine range designed to be enjoyed without overthinking.
Playful by nature and bold on shelf, Fish Cage needed a campaign that could cut through Sydney’s crowded retail and hospitality market while staying true to the spirit of the wines. Rather than leaning on tasting notes or traditional wine cues, the campaign focused on something simpler. The moments that make wine better.
THE BRIEF
Targeting Sydney’s retail, hospitality, and local venues, the campaign needed to stand out quickly in a crowded category.
Fish Cage already had a distinctive label and a clear personality, but the challenge was translating that into a campaign that worked across multiple environments. From bottle shops to bars, from posters to social feeds.
The goal was to create a campaign that felt familiar and flexible. One that reminded consumers that Fish Cage wines fit naturally into everyday moments, rather than special occasions alone.
What we did
The line “Pairs well with a moment” became the creative anchor, positioning Fish Cage alongside seasonal, relatable activities rather than relying on tasting notes or conventional wine storytelling.
Each visual centred on three simple elements: the activity, the moment, and the wine. Summer scenes were paired with crisp white wines, winter leaned into slower, cosy settings, and spring carried lighter, more social energy. Drawing from the label’s art deco influence, we extended its graphic strength into the campaign photography, keeping the visual language bold, elegant, and timeless.
By focusing on the activity, the campaign allowed viewers to place themselves into each scene, making Fish Cage feel easy to enjoy across a wide range of everyday settings.
SCOPE OF WORK
- Art direction and creative concept
- Campaign photography
- Content creation for social and print
- Retail and hospitality collateral design
DELIVERABLES
Retail
In-store posters
Pull-up banners
Shelf wobblers
Hospitality
Drink coasters
Venue posters
Table talkers and tent cards
POS screen and TV graphics
Digital
Facebook and Instagram campaign assets
THE OUTCOME
The campaign delivered a clear, recognisable presence for Fish Cage across Sydney venues, shelves, and feeds.
By focusing on moments rather than messages, the work gave the range flexibility across seasons, formats, and locations, while staying visually consistent and easy to recognise. The result was a campaign that felt confident, approachable, and built for real-world environments where attention is limited and first impressions matter.
Fish Cage was positioned not just as a wine to buy, but as a wine that fits naturally into everyday life.
