Dr Edge is a bold Tasmanian wine brand, established in collaboration with Cornershop in 2015. Dr. Edge embodies the brooding alter ego of Peter Dredge, a man who has seen the dark side both personally and professionally in his past as a corporate winemaker.
Dr Edge
“The wines quickly accrued a cult following, in part due to the eccentricities of the maker and eye-catching label design, but more so due to the resounding quality across the range.”
KATRINA BUTLER, HALLIDAY WINE COMPANION
Cornershop were appointed to bring Dr Edge to life; complementing enigmatic artworks supplied by the client. Our solution features a custom-designed typeface that reflects the tone of the brand. Dr Edge is honest, hand crafted Tasmanian wine produced in small quantities and priced from A$40–60 rrp.
“Life is not that bad. Share a bottle or an experience with someone, Peter says.” He wishes to grow Dr Edge as a non-profit brand, donating all profits to a mental health awareness charity of his choosing. This idea is driven by personal experience and friends who have been afflicted by mental health issues. We hope the brand will raise awareness and benefit this noble cause.
what we delivered
—Brand strategy
—Brand positioning
—Brand identity design
—Packaging design
awards
—AGDA — Packaging, Beverage, Merit
—AGDA — Typography for Design, Finalist
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