The authority charged with promoting Australian wine in overseas markets wanted to develop a new brand positioning strategy for Australian wine. We developed an umbrella positioning, expressed as ‘beyond boundaries’ to reflect the Australian approach to wine making, their spirit and confidence in their industry, globally acknowledged to be amongst the best.

Australian wine has seen spectacular growth in overseas markets over the last decade, particularly the UK and the US.
But there are signs that Australian wine is under attack from competitors and media writers. The project involved reaching a focused positioning direction in a complex industry with over 1,800 individual wine producers, 500 of which are involved in the wine industry.

Part of this project involved developing a new brand identity to represent Australian wine to the trade (retailers, restaurants and media) and to consumers in export markets.

We developed a visual identity, guidelines, a poster campaign, trade communications and a toolkit to launch the brand across Australia and abroad.

Corporate design, marketing