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Creative Platform Helps Swift and Moore Launch Nationally Through Aldi in Australia

Creative Platform Helps Swift and Moore Launch Nationally Through Aldi in Australia

Walking with Giants wine was sourced from the Yea Valley, described as one of the undiscovered gems of the upper Goulburn Valley and sometimes referred to as the Gateway to Victoria’s high country. Victoria has some of the best wine regions in the world and Yea Valley sits right in the middle of them. This project was to shine a light on this lesser known wine region to build intrigue for the new brand and the quality of the wine it produces, so our direction was based around the region first.

The label tells the story of this small pocket of tranquility nestling among the giant landscapes of the Upper Goulburn Highlands. The decommissioned Yea Valley Cheviot railway tunnel is a key feature of the area and used in the design to add an old-world charm.

The label is diecut in the shape of the Cheviot tunnel and the simple foil stamped illustration of the winemaker depicts the discovery of a giant footstep in the valley. The capsule was designed to create a real rich, distinct and premium feel whilst the label is clear and minimal so consumers clearly connect with the story. The illustration on the capsule is a depiction of the real railway tunnel with a hint of the winemakers footsteps leading in. It is printed with a pastel green and a metallic bronze colour palette to create that oxidised old-world charm to the brand.

A unique way to tell the story of a new wine brand. The Swift and Moore brand was launched nationally through the Aldi supermarket chain in Australia. It was important to introduce consumers to Walking with Giants and the Yea Valley, ALDI and Swift + Moore collaborated with Laava ID to create a scannable interactive label with the ability to ‘Unlock the secrets of Yea’. By visiting aldi.com.au/scan on a mobile device and scanning the distinctive code on the back label the user can view content including detailed tasting notes, information and images of the region, recipes for pairing the wine and a competition.

CREDIT

  • Agency/Creative: creative platform
  • Article Title: Creative Platform Helps Swift and Moore Launch Nationally Through Aldi in Australia
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: Australia
  • Market Region: Oceania
  • Project Deliverables: Brand Creation, Brand Identity, Brand Naming, Branding, Graphic Design, Illustration, Packaging Design, Photography, Product Naming, Tone of Voice
  • Format: Bottle
  • Substrate: Glass, Pulp Paper

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