Michelton Hotel

Pop & Pac designed the branding for Michelton Hotel. Experience the beauty and serenity of the Goulburn Valley at your own pace. Gaze over the vineyards from the iconic watchtower, enjoy a stay at our luxurious new hotel, relax by the pool, recharge at the day spa, explore the seasonal menu at The Muse and stop by The Ministry of Chocolate Cafe before a tour of our cellars and, of course, a tasting of our signature wines.

The objective was to unite a precinct of disparate and disjointed brands within a simplified brand architecture and identity.

The designers created a refreshed brand identity that keeps the winery as its central focus but also showcases the addition of a hotel and day spa, redefining Mitchelton as a holistic and highly sought-after travel & lifestyle destination.

Their creative execution utilises high-quality finishing and a suite of commissioned photography from Tom Blachford, showcasing Mitchelton and the surrounding region as a tactile, organic and natural wonderland. A simplified digital experience also enables Mitchelton to clarify and tailor its message to speak to each of its distinct offerings.