McLaren Vale wine brand, Grounded Cru, has been going from strength to strength since its inception in 2016; increasing both domestic and international distribution and recently securing a place to call home in the Vale. Cornershop consulted with Grounded Cru to establish the brand; develop a strategy, positioning, value proposition, name, identity and packaging. The brand identity was rolled out to all consumer touchpoints for consistent communication. Cornershop are brand custodians for Grounded Cru and continue to play an integral role in the growth of the business.

The name ‘Grounded Cru’ epitomises winemaker Geoff Thompson’s philosophies. ‘Grounded’ reflects his down to earth nature and the fact that he values relationships (collaborating with growers, etc) and pays attention to the little things; handcrafting his wines. It also carries a link to terroir and the vineyard. ‘Cru’ is a French word meaning ‘growth’. It is also used with terms ‘Grand’ and ‘Premier’ to classify the superior quality of a vineyard. Geoff also likes to think of ‘Cru’ with regards to joining the crew or being part of a group of like-minded people. Grounded Cru’s visual identity captures the essence of the brand; featuring handmade typography and a down to earth (grounded) Australian icon, the emu.

‘Kardi’ is their flagship red wine, retailing for A$120. Produced from 70 year old vines at their Ingoldby Road vineyard, Grounded Cru’s Kardi Shiraz Cabernet Sauvignon is an example of simply the best red wine they can craft each vintage. ‘Kardi’ means ‘emu’ in indigenous language Kaurna. It is a homage to Grounded Cru’s connection to and respect for country. The packaging design is elegant, understated and inviting; much like the wine inside the bottle. The emu footprints are a reflection of Grounded Cru’s bold journey since the brands’ inception and a culmination of their winemaking efforts. As wine critic Sam Kim wrote; Kardi is “opulent and graceful”.