The Cellar


The Cellar

When Dan Murphy opened his first store in 1952, he used the cellar to hold gatherings and age wines. In 2016, Dan Murphy’s returned to this spiritual home. It was our job to transform the space from a dark and dank cellar into a special, one-of-a-kind experience.

In just a couple of months, we did all the interior and environmental design, including signage, point of sale, furniture, wall treatments, rugs, frames and price tags. We also created an infographic to generate media attention and showed the beauty of the original cellar through a series of artfully shot, commemorative postcards.
Our efforts generated conversations across social media and national press outlets like The Australian and 3AW radio, with an opening reach of over three million people. The store also made over $100,000 in first week sales, with customer sentiment running at a perfect 100%.

“Red Jelly should feel proud, being a major contributor to the brand.”

Martin Smith General Manager Dan Murphy’s