New identity for New Zealand Winegrowers

New Zealand Winegrowers, the national body for kiwi vintners, has launched new global brand platform ‘New Zealand Wine, Altogether Unique’.

In its first brand refresh since 2006, New Zealand Winegrowers has unveiled a new visual look and message to take the country’s winemakers into the future.

Designed to highlight the best of the New Zealand wine industry, New Zealand Wine, Altogether Unique tells the story of the country’s wine through the lens of three key pillars; purity, innovation, and care.

The result of a collaboration between New Zealand Winegrowers and creative agency Many Minds, the new visual identity came to fruition following a host of new customer insights.

“There were key words that came back from these insights, like our people, nature, and purity, which formed the foundation pillars of the New Zealand Wine essence of purity, innovation, and care,” says Mike O’Sullivan creative director, Many Minds.

“The combination of New Zealand’s location, people, and climate is simply magic. There is nothing else like it on earth.”

The change was also made with evolving wine consumers in mind.

“With global activity returning to ‘normal’, it’s more competitive than ever to have the 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.”

A short storytelling video, featuring actor and winemaker Sir Sam Neill, who starred in blockbusters Jurassic Park and The Piano, has also been created with the aim of sparking an emotional connection to New Zealand wine.

The short clip shows actor Neill, who also owns New Zealand vineyard Two Paddocks in Central Otago, espousing the “young, untainted soils” and “extraordinary, unblemished sunlight” of the Antipodean country.

Other defining factors mentioned in the video are winemakers with “old world knowledge” but whom are “unhampered by tradition” and “up for making any variety of wine”, including Pinot Noir, Chardonnay and more.

New Zealand Wine, Altogether Unique will roll out across global markets from today.