Peter Dredge has seen the dark side; both personally and professionally in his journey as a corporate winemaker for over 15 years. Dr Edge is the brooding alter ego of the man himself. It is a brand Peter created to take the seriousness out of the wine industry and, more importantly, out of life. “Life is not that bad. Share a bottle or an experience with someone, he says.” In the future, Peter 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 most certainly friends who have been afflicted by mental health issues.
Cornershop were appointed to bring Dr Edge to life; complementing the portrait artwork (and face of the brand) 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 Pinot Noir produced in small quantities, selling at around A$55 rrp. We hope that with Peter’s fine reputation and a little help from Cornershop’s branding and label design (the silent salesman), Dr Edge will become a cult classic! More importantly, it will raise awareness and benefit a noble cause.