The Group - an Australian grower owned co-operative was born from the idea that there is strength in numbers. With over 115 winegrowers from across Australia working together to become greater than the sum of their parts, our branding for the Core and Luxe tiers had already started to gain momentum when we were tasked with creating an additional Organic offering.
When it came to creating the Organic tier for The Group we took a more esoteric approach. Still drawing inspiration from the natural world, this time we looked to organic elements derived from the earth. We researched collectives of precious rocks and minerals, discovering The Hoard (of Gold) and The Seam (of Coal) and made the conscious decision to forgo the conventions of the Core & Luxe and create a distinct, enigmatic identity for Organic.
In contrast to the brutalist core range, the Organic labels are abstract and rich in colour and texture with gold foil applied deliberately to imitate the clusters of gold and mineral veins formed deep within rocks.