Hunter's,

When Morv from Trade Craft NZ approached Marx about an opportunity to work on Hunter’s we felt both honoured and excited. As one of New Zealand’s most respected wine names, our challenge was to celebrate Hunter’s rich history while resonating with a new generation of wine drinkers.

Our creative direction began with Jane Hunter’s inspiring story and the evolving leadership of James and Edward. This duality of legacy and new perspective shaped the positioning: An Aspirational Legacy. Rather than reinventing, we focused on refinement – elevating what makes Hunter’s timeless while ensure the brand feels confidently contemporary.

At the heart of the redesign is the Hunter’s Clan crest, a symbol deeply tied to the family’s roots. Working closely with Madame Pauline Hunter, Chief of the Hunters Clan in Scotland, we reshaped the crest into an elegant oval, grounding it in Marlborough’s rolling hills. The refined wordmark carries subtle Celtic nuances, nodding to tradition while looking ahead.

For the Offshoot range, led by the next generation, we drew from Art Nouveau botanicals – delicate tendrils symbolising growth from strong roots. This visual language expresses evolution and optimism for the future.

Sustainability shaped every decision, working within existing production frameworks to reduce waste and choosing responsible materials wherever possible.

The result is a brand system that feels authentic and familiar, yet fresh and exciting. Hunter’s tagline, “The Story of Marlborough,” captures its essence, a genuine connection between land, family, and future. Good design stands up against trends and changes, giving Hunter’s the flexibility to grow while staying true to its roots.