A group of city-slickers had acquired an established winery, cellar door and restaurant in the country outside of Canberra. They immediately changed its name to Contentious Character and we were asked to help put it firmly on the map with brand strategy, identity and full launch roll-out, including wine labels.
With a contentious name in place, we sought to determine how they'd live up it. As new winemakers seeking new customers, they weren't yet ready to shake up the establishment with challenging vintages or divisive community opinions, so we adopted a contentious brand experience.
We encouraged drinkers to ‘Raise a Glass and Ruffle Some Feathers’, the brand's visual expression drawing cues from the craft beer category, speaking to a younger audience and appealing to the emerging creative Canberra tourist.
Canberra is home to Australia's parliament, so it's the home of debate. And there’s no better conversation starter than a fine bottle shared amongst friends. We commissioned an illustrator to interpret this idea into a brand crest for today, positioning Contentious Character distinctly from the local winemaking brands. The brand platform encourages contentious discussion, from provocative conversation starters on wine labels, to an ongoing program at the cellar door.
- Brand strategy
- Brand identity
- Tone of voice
- Product labels
- On-premise menus and communications
- Brand guideline
- Website (Atlas)
- Social media assets