Australian Wine
Made Our Way
Background
Wine Australia works closely with representative organisations, wine sector bodies and partners to support the long-term success of the Australian grape and wine community.
As part of R/GA Sydney, we successfully pitched a variety of concepts and design directions to create a new brand platform for Wine Australia. The new brand platform would play a key part in the Australian Government’s $50 million Export and Regional Wine Support Package that aims to raise the perception and demand for Australian wine in key export markets – including China and the USA.
Unlike old world wine regions, Australia is unbeholden to winemaking codes and traditions. The brand idea of “Rogue and Refined” was built to capture the sentiment of those winemakers who challenge the status quo for the sake of innovation, as well as those who respect the traditions.
A brand system was created to reflect this mindset, with the ability to move up or down the Rogue/Refined scale based on its specific application.
The task involved brand concept exploration, visual identity design and brand system definition and guidelines.
Teams
↳ R/GA Sydney
Completed at R/GA