The challenge facing Jacob's Creek was that it only had a wordmark which was no more than a piece of type. It has no sense of home or heritage and lacked distinctive personality. The brand has different levels of awareness around the globe and needed to tell its story in a consistent and compelling way.

The identity needed flexibility to live on and off pack often in conjunction with sub brand personalities. It also needed to work from basic level to super premium executions. The final challenge for us was to get buy in from global markets.

To create the new identity, we went back to the banks of the creek and rediscovered its home and characters. We arrived at our final design by articulating the brand history, heritage and origin through a contemporary signifier. The new identity is crafted to reveal the creek flowing through the vines of the Barossa into our wine glass. The result expressed the true character of a global and iconic wine brand.

Though only launched in January 2014, feedback from all markets have been extremely positive.

Derek Oliver, Jacob’s Creek’s global Marketing Director commented, “We are extremely proud of the new identity for Jacob’s Creek. It captures the true character and authenticity of the brand, appearing uncomplicated but expressing depth, and telling our story elegantly. Feedback so far has been very positive.”