The conceptual approach for the labels centres around telling the story of the Golding family history, profiling a different family member for each product.
The first two wines in the series – The Francis John Pinot Noir and Rocco Shiraz feature energetic pen sketches commissioned from South Australian artist Fleur Elise Noble. The drawing style was deliberately chosen as a conceptual link to the abstract works for the label graphics in the Single Vineyard Series which incorporate the geographic contours of each vineyard. The drawings for the Francis John and Rocco labels extends this contour concept whereby the linework reflects the characteristics and idiosyncrasies of the person.
For the release of the 2009 Marjorie Sparkling, in a conscious shift away from the previous labels in the range and in reverence for the celebratory nature of the Sparkling varietal, an 'abstract' portrait was developed which details the story of Grandmother Marjorie's wedding. Marjorie was a military nurse and an Australian war bride in a wedding that was rushed to accommodate the departure of her pilot beau back to the front line at the height of WW2. Through a collection of seemingly disparate elements and icons we aimed to create a richly detailed portrait of Marjorie, her life and her time. In line with the service theme the illustration is styled in the vein of a tattoo reflecting her story but also serves to provide clear market distinction. The branding references conventional visual cues to the major commercial sparkling branding but creates its own strongly individual position.
Through an independent assessment by our team in design, business operations and marketing, the case for brand change becomes clearer and developing the business case becomes easier.
A successful brand will accurately represent your organisation in all relevant markets, project the desired positioning and support the strategic business objectives. Evolving or renewing a brand is one of the most critical decisions your organisation may face and one that has the potential for significant market ramifications – both positive and negative.
We will quantify the value of your existing brand, its viability and relevance in specific markets, benchmark against your competitors, assess its suitability to represent the organisation and determine its remaining lifespan. We consider all aspects of the brand from the visual identity through to the day-to-day brand collateral.
The brandopinion results in a comprehensive document that will provide your business with the support to make strategic decisions for brand development and determine a case for change.
“The brand opinion developed by Working Images provided great clarity for our company in the early planning for rebranding. It gave us a really clear indication of the value of our brand, where it was working and where it wasn’t and from there we could move forward”.
Through a strategic, facilitated working session we will identify and define the aspects of your business that make it unique. Your business fingerprint that lies at the heart of your business.
To create a unique brand, your business needs to be distinguished by more than what it does. It must be defined by its characteristics, values and attributes – the innate qualities at the core of the business created by the business leaders and staff that define its vision, direction and strategic objectives.
A successful brand is a synthesis of what your stakeholders want and who the business is. A stakeholder is anyone that has a relationship with your business – the board, executives, management group, an associated investor group, your shareholders, clients or a niche market. All of these people have influence and therefore need to be considered in the development of a new or revitalised brand.
brandprofiling results in the development of a comprehensive document that will ensure your brand reflects the strategic objectives and embodies the qualities that make it unique. The process will also hone your core messaging, benchmark the existing brand and facilitate greater clarity at an organisational level. All ensuring differentiation in your market.
“what surprised us was the tremendous amount of clarity the brand profiling process brought to the whole organisation. It was not just useful for developing a brief for the new branding, it really helped us define an overall market position and singular vision for the organisation.”