Our design solution was firstly to create a new identity which reflected the origins of Grant Burge, but in a less overtly religious manner, and in a simpler form that could be replicated easily. The logotype is a classic contemporary typeface that is 200% larger than the previous one, but still restrained, The chamfered corners of the identity were then used as a graphic device that could be used across packaging as well as key visuals and advertising: creating a distinctive brand asset. We retained the maroon colour palette that appeared on many of Grant Burge wines, but changed the tone to be more regal and contemporary, and also used it consistently across the majority of the table wines, again creating another DBA.
For heritage brands such as Filsell that have a loyal consumer following, we retained the unusual typography to give consumers a connection to the previous label, whilst radically redesigning the rest of the brand. The icon wines of Meshach, Nobu and Shadrach have the DBAs treated creatively. The background has a textured high build of the logomark as a wallpaper across the entire label. The chamfered edges are repeated around the wine name and the gold foiled signet at the base.