In Honor of Max Schubert

The release of the 2010 Grange marked a significant milestone for the Penfolds brand – 60 consecutive vintage releases of the Penfolds Grange – an embodiment of the mastery, innovation, and relentless progression and its creator, Max Schubert. To mark the occasion, forceMAJEURE was tasked to create a superior premium gift box for the 60th Anniversary release that reflected the highly-covetable and collectable nature of the 2010 Grange Magnum. 


forceMAJEURE carefully constructed all aspects of the iconic gift box from structure development to graphic design resulting in an understated, yet meticulously crafted coffer which can only be opened by tracing this gesture of progression through time – from conception in 1951 to the realization of Max’s vision in 2010. The gift box proudly presents the 2010 vintage Grange magnum at the center of this story and represents a momentously symbolic piece of history for the brand. 

Visual Strategy, Limited Edition Packaging Design (Graphics and Structure), Manufacturing Follow-up