Communicating a wine region’s attributes through bespoke copywriting and design craft.

Adelaide Hills Wine Region
Project
Immerse
Year
2018
Services
Creative development, graphic design, copywriting
Challenge

The Adelaide Hills Wine Region is a place of unique food and wine offerings. Its sophisticated wine and food culture is in a class of its own and being so close to Adelaide, the region is a go to destination for visiting wine trade and media.

The brief for this job was to communicate the region’s diversity and strengths to international and domestic visitors in a creative and engaging way.

Strategy

The creative concept was based on the idea “immerse” as a device to tell the stories of the diverse range of wine and food experiences on offer in the region.

Each food and wine “immersion” experience was categorised under seven core themes and given a name: Wild Things, G’Day Gruner, Cool New Shiraz, One Sparkling Day, Nonna’s Lunch, Length and Breadth and The Savvy Aussie.

An individual style was created for each experience, allowing the pieces to sit exclusively and as a set. The main typeface was custom designed to give a sense of progression and confidence, in line with the region’s brand: Open Minds. Illustrations were hand drawn to juxtapose an organic style and create mystery and intrigue, carefully matched to each experience.

Specialty textured paper (Spices Pasted Boxboard, K.W. Doggett Curious Matter, Picofilm and Rives Design) and copper foil embellishments were chosen to enhance the bespoke quality of the print work. A muted, two colour theme was developed to create a high contrast, high impact solution.

Results

The immersion packages were launched in time for a Wine Australia international trade and media famil and have since been used at promotional events around Australia.

This work won the 2018 AADC Award for Design Craft.