One of the key attributes of natural wines is the way they are fermented using wild yeast. This ensures the wines have a unique sense of place, with the yeast obtained from the air immediately surrounding the fermentation tanks. So to bring this idea of wild yeast to life, we created the Wild Folk brand with each wild character placing his/her particular touch on the wine. With a different character for each wine, Wild Folk becomes a community of wines, with each character thus encouraging consumers to “try the set”.

As a counterpoint to the busy bright colours of the category, we used simple flat mono graphics that had the quirky characteristics of natural wines, but also enabled the brand to stand clear of the competitive set. The characters on the labels were also deliberately naïve looking so that they would be less intimidating for the uninitiated consumer. On the back label, the copy was extremely simple so that it was easy for the consumer to understand the attributes of the wine: Wild Yeast Fermentation. Old Vines. Unfined. Unfiltered. No Added Sulphites. Simple copy points accompanied by a “perfect” hand symbol, done in the same illustrative approach of the characters.

The partially exposed cork and hand-dipped white wax complemented the natural wine product, as well as emphasised the hand-crafted approach taken to the wines.