Melbourne wine retailer Act Of Wine uses acts of nature to create new branding via Robyn&Leon

Screen Shot 2018-11-09 at 9.19.38 am.jpgBoutique wine store, Act Of Wine, which has just launched in Melbourne's Southbank, offers customers natural wine created using sustainable production methods that involve a minimum of chemical, technological and human influence. Robyn&Leon, the creative agency behind Act Of Wine's latest brand identity concept, felt a similar hands-on approach was required when it came to the craft of design.

Says Leon Wilson, co-creative director, Robyn&Leon: "We wanted to set up an environment where Nature could create the brand-mark to reflect the natural wine making process. This essentially involved turning the agency into a giant petri dish for a couple of months, with cupboards full of letters growing out of mould and bacteria."
Screen Shot 2018-11-09 at 9.19.46 am.jpgThe branding extends across various touch points including wrapping paper with macro-photography of the mould, and animations showing the growth of the letters as content on social platforms. Last week the work was awardedScreen Shot 2018-11-09 at 9.19.55 am.jpg one of only four Design winners in Melbourne's MADC Stars Creative Showcase.

Robyn&Leon worked closely with interior architectural practice Zwei Interiors to ensure the identity, the environment, and the story surrounding the brand all worked together as a holistic experience.Screen Shot 2018-11-09 at 9.20.15 am.jpg

The space itself is a warm, organic-inspired  t out featuring rammed earth, brushed concrete and timber elements.

Adds Wilson: "This was a real exercise in letting go of controlling the outcome, and trusting the process. We couldn't be more appreciative of the guys at Act Of Wine for embracing the unknown in pursuit of the unexpected."

Act Of Wine is located at 22 Fanning St, Southbank.

Client: Act Of Wine (Paul Bullivant, Sam Fitzsimmons, Andrew Crompton)
Creative Agency: Robyn&Leon
Creative Directors: Leon Wilson, Robyn Brazenall
Art Director: Misha Lamb
Designer: Nature
Photographer: Ben Tebbutt
Animator: Ben Tebbutt
Interior Design: Zwei Interiors


T said:

Very cool.

Dope said:


Act of wank said:

Peak advertising wank

Weird flex but ok said:

Not sure I'd want to associate something people drink with mould... gross.

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