Morning Sun Winery Brand.
The name “Morning Sun” draws inspiration from its location on the Mornington Peninsula in Victoria, embodying the essence of its surroundings.
The revitalisation of the Yarra Valley winery combined heritage and contemporary design to attract modern wine and food enthusiasts. This blend of tradition and modernity aims to engage new customers while retaining loyal patrons, positioning the winery as a leader in the region.
Great wines start at dawn. The morning sun nurtures the vineyard’s grapes, allowing them to develop rich flavours. The Morning Sun's name reflects this philosophy of embracing nature's purity and letting their wines evolve freely. Each bottle embodies the harmony of the vineyard, showcasing balanced flavours and bright aromas.
Morning Sun Winery represents a commitment to care for the land, where every bottle tells a story of light, balance, and brilliance.
Identity Strategy and Design Summary
The first step in our strategy involved comprehensive market research to understand current industry trends, consumer preferences, and the unique characteristics of the Yarra Valley region.
Key Objectives:
Modernization: Infuse modern aesthetics into the visual identity while retaining the essence of the winery's heritage.
Connection: Establish a strong emotional connection with a broader demographic, particularly targeting millennials and Gen Z consumers.
Sustainability: Emphasize eco-friendly practices in branding elements to align with the values of environmentally-conscious consumers.
Design Elements:
Logo Redesign: The logo was simplified to enhance legibility and create a sleek appearance. Earth tones were employed to reflect the winery’s natural environment.
Color Palette: A contemporary color palette featuring deep green, rich burgundy, and soft neutrals was introduced to evoke a sense of elegance and sophistication.
Typography: Modern and clean typography was selected to ensure clarity and consistency across all materials, enhancing digital and print applications.
Imagery: The imagery used in marketing materials highlighted the winery’s picturesque landscapes, sustainable practices, and the artisanship behind the wine-making process.
Campaign Development:
Storytelling Approach: Campaign messaging centered around the winery’s legacy while emphasizing innovation and sustainability, portraying a narrative that resonates with both tradition and modern practices.
Digital Presence: A strong online presence was established through engaging social media content, a user-friendly website redesign, and targeted digital marketing strategies aimed at increasing brand awareness and consumer engagement.
Execution:
The refreshed brand identity was integrated across all touchpoints, including packaging, signage, promotional materials, and digital platforms, ensuring a cohesive and recognisable brand experience.