ARA Wines are the only single estate vineyard in New Zealand. Their distinctive wine making practice, mixing old world and new world techniques, ensures that the wines they produce are like no other.
The overall objective was to tell the ARA story in a structured, informative way that would in turn create a desire for the wine ‘explorer’ to find out more and have a window into the ARA world.
The solution was defined around the proposition of “raw sophistication” a duality that speaks of the wine’s origins (raw) and who and where it is enjoyed (sophistication) and of the old and new. The “rawness” is expressed visually through the typography and the use of a custom slab stenciled typeface, ARA. A reduced colour palette, often simply black and white, along with a checkered grid system combines to bring a degree of sophistication to the communication. The checkered grid system, a prominent feature of the material, was inspired by the multiple stories and moments of truth that customers experience with the brand. Visually this placed the brand in a distinctly modern space, removing it from a traditional wine, or vineyard category.