NZ Winegrowers launches brand refresh

New Zealand Winegrowers has launched its new global brand platform – New Zealand Wine, Altogether Unique – designed to highlight the very best of the New Zealand wine industry.

It is New Zealand Winegrowers’ first brand refresh since 2006, and the new visual identity is rolling out across global markets.

“With global activity returning to ‘normal’, it’s more competitive than ever to have voice of the New Zealand Wine brand heard, and a clear premium brand message is essential,” says Charlotte Read, General Manager Marketing, New Zealand Winegrowers. “Creating a compelling brand positioning for New Zealand Wine is important as we seek to engage and motivate evolving wine drinking audiences.”

New Zealand Winegrowers worked alongside creative agency Many Minds to incorporate the latest consumer insights, define its brand essence and create an accompanying new visual identity.

“The combination of New Zealand’s location, people, and climate is simply magic. There is nothing else like it on earth,” says Mike O’Sullivan, Creative Director, Many Minds.

“There were key words that came back from the insights, like our people, nature, and purity, which formed the foundation pillars of the New Zealand Wine essence of purity, innovation, and care.”

A short storytelling video featuring Kiwi actor and winemaker Sir Sam Neill (Two Paddocks) aims to create an emotional connection to New Zealand wine.

“This storytelling asset will tell the foundational story of New Zealand wine through the lens of the key pillars of purity, innovation, and care – aspects that make New Zealand wine and the New Zealand wine industry, so unique and special,” says Charlotte Read.