Graphic

One Design 49 The Group (Core Tier)

Finalist
Packaging 2021 Credits
  • Design Directors
    David Macdonald, Rachel Doughty
  • Team Members
    Casey King, Briar Mark, Emmarose Cowie, Coco Campbell
  • Contributors
    Sam Sakaria (Watermark), 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.

With the bold flavours of the wines front of mind, we took an equally bold approach of assigning an animal to represent each varietal. Strong animals, with emotive collective nouns and a masculine edge were sought out to represent each varietal through the naming convention and illustrative aesthetic. Our initial four core 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 wine in an aggressive kinetic style knotted around a narrow bar housing the wine’s name front and centre; upending the expected hierarchy and affording each varietal its own unique identity.