( BRAND NAMING ) ( BRAND STORY ) ( BRAND IDENTITY ) ( PACKAGING DESIGN )
Noble Fellows
Ah, the wines of New Zealand! They are a refreshing reminder of the captivating character of the land. With a symphony of flavours, they are a reflection of the quality and technique of its producers. With no surprise, this has increased the popularity of New Zealand wines to new heights.
(THE CHALLENGE)
Amidst the plethora of established New Zealand wines in the market, a new range of anonymous Marlborough wines were in need of an identity, story and label design to help set them apart. To create distinction, a new expression of the provenance of a New Zealand wine brand needed to be discovered. One that went beyond the obvious design codes often portrayed across New Zealand wine labels.
(THE SOLUTION)
Wine can be oh so serious. Yet New Zealand is anything but. Their unique sense of humour is a well appreciated part of their character and gave us the lens to see the irony of ‘tradition’ in wine.
Inspired by the distinct animals of New Zealand, we crafted a collection of Renaissance-style portraits featuring these creatures as grand and dignified characters. We invented the brand name Noble Fellows supported with a brand story, to tell the tale of this esteemed court. Each Noble Fellow represents a particular wine under an amusing varietal name. With the hallmarks of traditional oil paintings contrasted against our unusual subjects, our tongue-in-cheek brand was born.
To infuse our Noble Fellows with a touch of grandeur, we decided to adopt a Shakespearian tone of voice, imbuing our characters with a sense of eloquence and refinement. Quotes featuring across the labels, these witty and clever musings regale their love for wine and the occasions it brings, bringing our Noble Fellows to life in a way that is both engaging and memorable.
(BRAND DEVELOPMENT)
The Noble Fellows collection quickly gained popularity and became a sought-after item, with many varietals selling out shortly after launch. To capitalise on this success, the collection was expanded to include new varietals and characters, offering even more options to collect.
One such addition was a sparkling brut, which elevated the brand and brought it into the realm of special occasions. Represented by a small yet regal bird, adorned as a decorated queen, this new addition to the range seamlessly fit within the collection while also offering a unique and exciting option for celebratory events.
