Graphic

One Design 49 The Group

Finalist
Design Communication 2021 Credits
  • Design Directors
    David Macdonald, Rachel Doughty
  • Team Members
    Casey King, Briar Mark, Emmarose Cowie, Coco Campbell
  • Contributors
    Richard Brimer, Charles Howells
  • Client
    The Group Collective Wines
Description:

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 rich in flavour, to appeal to discerning Australian male wine drinkers.

This approach 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. From here we articulated the brand through the tagline - ‘Individually Great, Collectively Better’.

With the bold flavours of the wines front of mind, we took an equally bold approach to the packaging design. Strong animals, with emotive collective nouns and a masculine edge were sought out to represent each varietal through the naming conventions and the brutalist, kinetic illustrative aesthetic.

The brand identity and surrounding collateral is consciously utilitarian with simple use of typography and sparing use of the colour red. Eschewing the archetypal lifestyle imagery we have come to expect from wine brands, we chose instead to hero the growers themselves. Candid, unpretentious portraits were created of the growers at work, putting them front and centre as individuals, while the forthright supporting copy was penned to reinforce their strength as a collective.

Primarily stamped on the back labels and used off-pack, a crest was designed as a tribute to these growers, and to add gravitas to the largely illustrative approach of the labels. This brand insignia comprised of swallows and vines is also emblematic of the growers and the power of their collaboration, working towards the common goal to create only the best wine; the swallows representing unity, soaring above the vines integral to their work.