Design concept for Australian red and white wines.

“Gravitas means dignity, seriousness, and maturity, qualities that are expected from a leader / people with higher position. It was chosen to give a character to the product as a “wine with dignity / serious wine”, and also to create a statement that indirectly says “this is the wine that gives you dignity”. The term Gravitas was chosen as the brand name mainly to build the character and perception of the wine because buying wine (especially for a new consumer) is tricky due to the massive choices.