Dan Murphy’s has launched a new brand direction with creative work developed by Thinkerbell. The idea retells just a few of the many moments in founder; Daniel Francis Murphy’s early life that influenced and shaped the customer focused attitudes of Dan Murphy’s today.
The entrepreneurial Murphy was a larger than life character. Famous for his innovative concepts and roguish behaviour, he is often credited with democratising great wine and educating Australians about the vast world of drinks beyond rum and beer, the tipple of the vast majority when he opened his first store.
Monique Holmes, head of marketing and loyalty, Dan Murphy’s said: “Helping Australia drink better sits at the heart of so much of what we do day-in-day-out. The spirit of improvement and discovery is something that’s been with the brand since Dan Murphy first established it back in 1952. That’s why when it came time for a brand idea, we couldn’t go past the intriguing stories that shaped the man himself.”
From his time in the RAAF, to creating an underground wine club, or being the first to import international wines by whatever means necessary, Daniel Francis Murphy’s life reads like a movie.