Project / Barossa Grape and Wine Association
The Barossa Grape and Wine Association came to FULLER wanting to rediscover the Barossa’s brand identity and position it alongside the world’s leading wine and food regions.
The brief was to maintain and grow the Barossa’s existing brand equity and take it to the next level.
The brand strategy involved re-articulating brand Barossa’s visual and written identity to achieve premium positioning alongside the world’s best-known international wine regions such as Bordeaux.
The rebrand aimed to achieve greater global recognition, increased wine and tourism sales and a revitalised sense of unified marketing purpose.
FULLER worked on a rigorous brand audit, assessing visual language, message tone and intent to rewrite, reposition and redesign brand Barossa, accurately reflecting its premium offering.
The strategy also involved engaging authentic Barossa brand champions to bring the brand story to life. These characters were positioned at the heart of the brand campaign via photography and a video series.
The outcome has been the creation of an elevated brand identity that has been consistently applied across all affiliated organisations and a renewed sense of excitement and pride in the brand.
The brand roll out included:
- New identity and logo sets
- New brand story and messaging
- Photography representing the new brand
- Video series to communicate the brand story
- Use of authentic characters to bring the story to life