Australian Wine | Work

The Brief

Develop a new brand narrative and visual look for Australian Wine that reflects its heritage and diversity while translating effectively across global markets.

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.

Services Provided

Brand Strategy & Identity, Design & Motion Graphics

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 Fuller was founded in 1993), founder Peter Fuller 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 in-process work to the States and Territories to ensure the wider stakeholder group were given input into their brand and could see their thoughts reflected in the final work.

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 to see how and where similarities could play a role in strengthening the Australian Wine brand for all industry representatives.

Adventure was a word which came up in one of our 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.

With this insight, the Fuller team wrote brand foundations which defined the Australian Wine personality, formed its promise and developed a strong and unifying position – what makes it different in the global market.

To expand on the insight for its global markets, Fuller created a refreshed colour palette, font and visual device.

UNITING 65 DIVERSE WINE REGIONS UNDER ONE VISUAL DEVICE

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 do this, our team knew the visual device needed to reflect our brand messaging and foundations and speak to the one thing that is common across all regions – the end product: wine.

The resulting visual device ebbs and flows like wine when poured, paying homage to the varying topography across the nation with a subtle yet discernable nod to the map of Australia, while a versatile set of brand colours depicts the diversity of the country’s natural colours and textures.

All in all, 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; the unmistakable hallmarks of not only our country, but of Australian Wine.