Have you ever heard of a frog that barks like a dog?

The Barking Frog is a species that lives in wetlands throughout Australia and is known for its distinctive barking call. This curious and memorable character inspired the creation of a wine brand and range of approachable wines designed for adventurous Gen Z and Millennial consumers who are looking for something unique, expressive and easy to enjoy.

To connect with this target audience, Barking Frog aligns itself with a purpose-driven message by supporting an environmental initiative that contributes to the protection of natural habitats and ecosystems. By linking the brand to environmental awareness, the wine not only offers a quality product but also communicates values that resonate with socially conscious younger consumers. Positioned at approximately $25 RRP per bottle, the wines are intended to remain accessible and affordable for the target market while still maintaining a sense of quality and personality.

With a quirky and memorable name like Barking Frog, the brand presented a fantastic opportunity to bring a playful character to life. ‘Fred’ is a frog who behaves like a dog—playing fetch with his best friend, tugging on his lead, chasing cats and generally causing mischief. This humorous concept helps build a strong brand personality that stands out and creates a memorable connection with consumers.

The visual identity supports this playful narrative. A minimal yet vibrant bright green label was designed to stand out on shelves and immediately attract the attention of the target consumer. The bold bottle and simplified graphic approach ensure the design feels contemporary, fun and recognisable. To further support the brand’s environmental intentions, the labels are printed on eco-friendly paper, reinforcing the commitment to sustainability and responsible production.