Brief Explanation

To create the new identity we went back to the banks of the creek, rediscovered its home and characters and crafted a mark that tells the story.

The Brief

CRAFTING AN ICONIC IDENTITY FOR A GLOBAL WINE BRAND Jacobs Creek is a global wine brand that was losing relevance to modern consumers. It was seen to be lacking personality and failing to engage consumers with it’s story.

How the final design was conceived

The mark is created from two vine leaves to represent the families who planted vines along the banks. The negative space becomes the creek, which flows into veins of the leaves to become the glass of wine. Iconic and contemporary it tells the story simply both on and off pack.

Indication of how successful the outcome was in the market

A global relaunch inspired the markets to reassess the brand, which resulted in increased sales. The simple mark sits comfortably with a range of packaging styles, allowing the brand to credibly innovate and diversify.