Branding For New Melbourne Wine Retailer Act Of Wine, Created By An Act Of Nature
The boutique wine store, which has just launched in Melbourne’s Southbank, offers customers natural wine created using sustainable production methods that involve a minimum of chemical, technological and human influence.
Robyn&Leon, the creative agency behind the brand identity concept, felt a similar hands-off approach was required when it came to the craft of design.
Robyn&Leon co-creative director Leon Wilson said: “We wanted to set up an environment where Nature could create the brand-mark to reflect the natural winemaking process.
“This essentially involved turning the agency into a giant petri dish for a couple of months, with cupboards full of letters growing out of mould and bacteria.”
The branding extends across various touch points including wrapping paper with macro-photography of the mould, and animations showing the growth of the letters as content on social platforms.
Last week the work was awarded one of only four Design winners in Melbourne’s MADC Stars Creative Showcase.
Robyn&Leon worked closely with interior architectural practice Zwei Interiors to ensure the identity, the
environment and the story surrounding the brand all worked together as a holistic experience.
The space itself is a warm, organic-inspired fit out featuring rammed earth, brushed concrete and timber
elements.
“This was a real exercise in letting go of controlling the outcome, and trusting the process”, continues Wilson.
“We couldn’t be more appreciative of the guys at Act Of Wine for embracing the unknown in pursuit of the
unexpected.”
Act Of Wine is located at 22 Fanning St, Southbank.
Credits:
Client: Act Of Wine (Paul Bullivant, Sam Fitzsimmons, Andrew Crompton)
Creative Agency: Robyn&Leon
Creative Directors: Leon Wilson, Robyn Brazenall
Art Director: Misha Lamb
Designer: Nature
Photographer: Ben Tebbutt
Animator: Ben Tebbutt
Interior Design: Zwei Interiors
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