Creative Agency: Motherbird —
Project Type: Produced, Commercial Work
Packaging Content: Wine
Breaking into new markets
Seeking to introduce a new range of entry level wines to a price sensitive but discerning younger demographic, Handpicked Wines required a brand and positioning which referenced ‘modern Australia’ and would appeal to traditional export markets.
Importantly the range needed to identify with Handpicked’s established travel and journey ethos while forging its own unique brand story and identity. Appointed to develop the brand name, concept, positioning, visual language and packaging across the range of wines, we placed design and language at the heart of the project. With the goal of connecting to an audience whose purchases are largely influenced by visual appeal, a striking design was essential in achieving cut through on crowded cellar shelves.
Building the brand story
‘Versions’ stems from the notion of narratives and storytelling, how we travel, explore and create new stories to share. Each label includes an identical set of words, with different sections redacted giving each varietal a unique story; in turn, creating a new version. The label references the vibrant colours of the Australian landscape, flora and fauna, crafting an undeniably Australian visual, which is effortlessly identifiable and memorable.
Owning its place
We assembled and directed a team including photographer Tony Mott and stylist Lauren De Innocentis to craft a series of campaign images which would bring the Versions range to life. Precisely constructed, curated and photographed these images amplify Versions positioning and story, enabling it to own its place within the market.
Hitting the spot
Launched in late 2016, Versions has seen great success both locally and internationally. With the range being extended with more varietals as well as becoming a new addition in Qantas’ prestigious inflight dining menu.