Whipbird Wines
Oatley Wines had a vision for a modern Australian brand that would inspire a younger adult generation of Australians to feel connected both socially and physically to our great land through this new wine brand.

More than just a name, Whipbird draws inspiration from a deeply personal family tradition – a five-note whistle passed down through five generations of Sandy and Nicky Oatley’s family. The sound, reminiscent of the native Australian Whipbird, symbolises the enduring call between generations – a ‘call from the land’ that now finds new expression through wine.

Hidden Bird
The Oatley family whistle was a personal story waiting to be told. After a morning surf, walking back through the bush, the sound carried in the air — the call of whipbirds echoing to one another. It’s a sound every Australian knows, yet few have ever seen the bird itself. We loved the sound so much it became the name and graphic element to the brand and by leaving the bird hidden, we keep it true to its nature.

“Analog Sophistication”
Younger Australian wine drinkers are looking for a real connection, something that’s familiar yet new and sophisticated.
The launch campaign shows a new type of Aussie emerging, It’s possible to be down to earth and still enjoy the finer things simultaneously. The photography direction captures that relaxed Aussie vibe (kicking off your shoes), the raw acoustics of analog sounds and the fine tastes of quality.

A call from the land
This idea encourages people to reconnect with the land through colour, texture, sound, and taste. The colour palette was chosen to feel both youthful and distinctly Australian. Sunset orange conveys the energy of bright occasions, complemented by the earthy depth of burnt orange terroir. To balance this vibrancy, gum tree grey and stone tones introduce a grounded calm, creating a natural contrast with the orange label.

The new brand platform emerges with earthy and warm textural tones. The assets have been designed to appeal to a young aspiring Australian audience over digital, outdoor, retail and on premise.