Wine Australia
An adventurous new brand for a historic Australian industry.
Australia is a country rich in old vines and diverse, multi-generational winemaking families. Globally, Australian wine regions sit firmly among the world’s most famous.
With 65 vastly different wine regions touching every state and territory, Australian Wine is a true reflection of Australia itself.
So when Wine Australia engaged Fuller to develop a new brand narrative and visual ID to celebrate its centuries-old heritage while speaking to a modern, global audience, we poured our heart into it.
We set out to ensure what we delivered could speak to each and every wine region, reflecting both history and future for each, and translate to global markets as a stamp of approval from the Lucky Country.
Challenge
Develop a new brand narrative and visual ecosystem for Australian Wine, to reflect its heritage and diversity, while translating effectively across global markets.
Approach
With over 200 years of viticulture and winemaking, the Australian Wine story is a rich and complex one.
Luckily, with Fuller’s roots planted firmly in the Barossa (where the business was founded in 1993), we had decades of experience working with winemakers across Australia and came to the table with a wealth of historical knowledge and on-the-ground insights.
Fuller’s strategy team worked closely with Wine Australia – the governing body for Australian Wine – running workshops with its core marketing team, as well as presenting work in-progress to the States and Territories to ensure the wider stakeholder group were given input into their brand.
Strategy
A key strategic approach that Fuller took was to look far beyond the realms of Australian Wine and lean into the international brand codes of Australia. This allowed us to see how and where visual alignment could play a role in strengthening the Australian Wine brand for all industry representatives.
Brand Foundations
Adventure was a word which came up in one of our very first meetings with the Wine Australia team and it lingered long through stakeholder workshops, States and Territories meetings and beyond.
Ultimately, Fuller developed a brand story and accompanying Brand Foundations which centred around a singular insight: Australia is known and loved for its adventurous spirit and Australian Wine is adventurous, by nature.
Visual Identity
Fuller’s team of designers set out to create a visual device that could do the impossible: represent 65 vastly different wine regions, uniting them as one.
In order to achieve this, our team took inspiration from the Brand Foundations and “adventure” positioning, while also incorporating visual themes from the product itself: wine.
Application
The resulting visual device evokes a feeling of movement, inspired the ebbs and flows of wine when poured. The device also pays homage to the varying topography across the nation’s regions, with a subtle yet discernible nod to the map of Australia. A versatile set of brand colours also depicts the diversity of the natural colours and textures found in Australia’s wine regions.
A shared journey
A partnership built around a shared vision.
Fuller is proud to have worked side by side with Wine Australia to develop a contemporary new brand look, feel and messaging fit for an industry which celebrates the adventure and diversity that defines our culture and our land. These are the unmistakable hallmarks of not only our country, but of Australian Wine.