At six years old Born and Raised, a range of low intervention, small batch wines from Heathcote Victoria, partnered with Thirst Craft to grow up their brand.
When it comes to the wild and wonderful world of natural wine, brands tend to opt for creative chaos rather than conformity. But when every label is a different piece of artwork, it discourages exploration within a range. To recruit curious consumers to explore the full Born and Raised range, Thirst created a strong brand that kept the covetability of natural wine but also built brand recognition and loyalty.
A product of their origins, environment and upbringing, Born and Raised wines are the perfect combination of nature and nurture. Thirst used this story to inform their brand system: one part raw, rugged ‘natural’ texture, one part perfect, refined, ‘nurtured’ shape.
To reward the curious, Thirst continues the theme into each wine’s descriptors. Grape varietals and origins are detailed under ‘born’ while the wine makers’ methods are revealed under ‘raised’. Paired with evocative colour palettes, punchy variant names and a playful brandmark, Thirst’s first foray into wine is both bold and beautiful.