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 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 to the packaging design, with a conceptual through line maintained across each of the three tiers but with a different execution.

When it came to creating the Organic tier we deviated from the Core and Luxe ranges use of collective nouns derived from animals, and instead took a more esoteric approach. Still drawing inspiration from the natural world, this time we looked to organic elements derived from the earth. We researched collectives of precious rocks and minerals, discovering The Hoard (of Gold) and The Seam (of Coal) and made the conscious decision to forgo the conventions of the Core & Luxe and create a distinct, enigmatic identity for Organic.

In contrast to the brutalist core range, the Organic labels are abstract and rich in colour and texture with gold foil applied deliberately to intimate the clusters of gold and mineral veins formed deep within rocks.