Taste Above All Else

This philosophy shaped every design decision. The packaging needed to express quality and culinary credibility while remaining grounded in flavour-curious, Hawke’s Bay authenticity. The familiar red was retained as a bold brand block, representative of the brand’s passion and flavours. A new illustration language was developed, merging two distinct ideas: the well-known organic form of an olive and the repetitive diagrammatic signal waves of telegraph transmissions. The result is both abstract in its meaning and memorable in its composition. A refined gold pattern that is an icon and metaphor – representing the brand’s essence and the care that goes into every drop.

The new wordmark introduces tall, elegant letterforms inspired by the stature of telegraph towers, while a TH monogram balances positive and negative space to create a timeless, wine-label aesthetic. Fine linear detailing subtly references telegraph wires, while refined typography and messaging layout cues draw from the world of fine dining and modern gastronomy.

Across the range, the system flexes effortlessly. Colour bands aid navigation, while the illustration style evolves to express product texture and usage – from creamy dressings to delicate vinaigrettes – each one rendered with restrained precision, gold foil, and a more subtle but important repetition of three elements.

The result is a mature, confident rebrand that elevates Telegraph Hill from a firm local favourite to a proud New Zealand icon. A design language that captures both provenance, love of ingredients and progress – proving that when passion, craft and storytelling align, taste truly does come above all else.