Born & Raised Wines
Thirst Craft on 04/17/2020
At six years old Born and Raised, a range of low intervention, small batch wines from Heathcote Victoria, needed to grow up its brand. When it comes to the wild and wonderful world of natural wine, brands tend to opt for creative chaos rather than conformity. But when every label is a different piece of artwork, it discourages exploration within a range. To recruit curious consumers to explore the full Born and Raised range, we wanted to build a strong brand that kept the covetability of natural wine but also built brand recognition and loyalty. A product of their origins, environment and upbringing, Born and Raised wines are the perfect combination of nature and nurture. This story informed our brand system: one part raw, rugged ‘natural’ texture, one part perfect, refined, ‘nurtured’ shape.