HOPES END

Hopes End is named for the place where their wine began, in South Australia 1886. Their Australian ‘Red Blend’ wine journey also begins in hope, with the bright sunlight of the hot South Australian summers and the purity of our vines and grapes.

Brief: To create a brand and identity that targets a younger audience with a curiosity for trying new, affordable wines. The label will sit under the Angove masterbrand as it’s own sub-brand.

Execution: The visual identity and storytelling brings to life the real story of the Angove masterbrand origins. A story about a courageous few willing to journey from London, 1886 to the far side of the world with hope for a better life. Among the hopeful was Dr. Angove, who upon arrival had the extraordinary idea to make a different kind of tonic, Australian Red Blend.

Client: Angove Wines
Agency: Better Happy + Weave
Role: Design Lead + Art Direction
Illustrations: Sacha Bryning

#Branding #NamingWorkshops #IdentityDesign #Packaging #Artworking #SocialMedia #PrintDesign #DigitalDesign

The Identity

Working with the Better Happy team, we collaborated on brand naming and strategy, solidifying the brand's positioning. Once the strategy was established, I assumed the role of leading the design efforts, crafting a comprehensive visual identity system, developing packaging, and fine-tuning the brand narrative.

Now let’s begin

The photography goal was to embody the brand narrative while staying contemporary and connecting with a youthful, inquisitive audience. This was achieved through the strategic use of enigmatic, moody tones and incorporating talent and props styled to blend an old-world charm with a trendy, modern context.

This is not the end

Upon establishing the brand's core identity, I collaborated with the Weave team (formerly Interweave) to translate the brand narrative into vibrant, illustrative storytelling. This engaging content was strategically integrated across the brand's digital platforms and social media channels, giving life to the brand's story.