The challenge of this project was to design one 'collective' symbol for a group of 12 different wine companies, each with their own existing individual identities. AFFW is the affiliation of twelve pioneering family-owned Australian wineries, the heart and soul of Australian wine.
The brandmark was designed as a calligram – the letters of ‘affw’ forming a visual reference to a bunch of grapes expressing premium wine with craft, heritage and elegance. The need for an adaptable system of various configurations, as space is usually constricted, was an essential part of the design solution – from vertical, horizontal, through to a roundel device.
