THE GROUP COLLECTIVE WINES
Core Tier

2020
Food & Beverage (FMCG)

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PROJECT SCOPE

Naming
Brand Identity
Packaging
Art Direction
Website

AWARDS

NZ Best Awards – Finalist – Results Pending (Design Communication)
NZ Best Awards – Finalist – Results Pending (Packaging)
Australian AGDA Awards – Merit (Packaging)
Australian AGDA Awards – Finalist (Brand Expression)

The Group was born from the simple idea that there is power in numbers. An Australian grower owned Co-operative with over 115 winegrowers, The Group harnessed the power of the collective to create a formidable portfolio of wines representing the best that Australia has to offer. We were entrusted to create a single-minded brand, comprised predominantly of bold reds, to appeal to discerning male wine drinkers.

This led us to develop a concept wherein the growers were represented by collectives found in nature, working together to become greater than the sum of their parts, articulated through the tagline - ‘Individually Great, Collectively Better’.

With the bold flavours of the wines front of mind, we took an equally bold approach of assigning animals to represent each varietal. Our initial four varietals encompassed animals from the sky, land and sea; The Shadow (of Jaguars), The Murder (of Crows), The Fever (of Stingrays) and The Quiver (of Cobras). To underscore the brands masculinity we designed monochromatic illustrations for each in an aggressive kinetic style knotted around a narrow bar housing the wine’s name front and centre.

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