DESIGN CLINIC
“When winemaker Geoff Thompson approached Cornershop to create a new wine brand back in 2015, we knew it was going to be a special project,” says Damian Hamilton, brand keeper and designer.
“Geoff’s objective was to offer something unique to the market; a brand that reflects his genuine values.”
Cornershop immersed themselves in the strategic process and the name ‘Grounded Cru’ was born.
“The name Grounded Cru is playful and individual, with a multilayered meaning,” says Geoff.
‘Grounded’ reflects Geoff’s down to earth nature and the fact that he values relationships (collaborating with growers, etc.) and pays attention to the little things: hand-crafting his wines. It also carries a link to terroir and the vineyard. ‘Cru’ is a French word meaning ‘growth’. It is also used with terms ‘Grand’ and ‘Premier’ to classify the superior quality of a vineyard.
“I also like to think of ‘Cru’ with regards to joining the crew or being part of a crew,” says Geoff.
The next stage of the brand development process was developing an identity and packaging for a range of wines. Cornershop’s solution features handmade typography and a down to earth (grounded) Australian icon. The packaging for the ‘Inc’ range of wines features the iconic emu finished in gold foil and embossed on a premium paper, to embellish the label and position it above the core range of wines.
“I’ve been receiving terrific positive feedback from the trade and especially from consumers when pouring at in-store tastings and consumer events regarding the name and design/graphics – how they’re original, memorable and elegant. There’s a genuine engagement and excitement regarding the packaging,” says Geoff.
“Damian’s creativity and client focus has been outstanding from the moment I engaged the services of Cornershop.”
Cornershop continues to manage the Grounded Cru brand and is proud to be an integral part of its growth.
• This article was first published in the Design Clinic feature in WBM – Australia’s Wine Business Magazine, where Australia’s best wine label designers showcase their finest work.