Altjira Wine
Beverage
Drink
Brand Architecture, Brand Strategy, Positioning, Packaging Design, Customer Experience, Prototype
Altjira, a new wine producer based in Australia, draws attention with its limited edition production and philosophy that creates a deep connection with nature.
Drawing inspiration from ancient Aboriginal culture, the brand stands out as "one that sees all the beauty we possess as a blessing from nature and, just like the people in ancient traditions, says they communicate with all living beings and try to understand them." With this understanding, it commits to maintaining a production process that is friendly and respectful to nature and all living beings.
Altjira applied to Lidenbrock for the creative and strategic development process in order to reflect this deep philosophy into its brand identity.
Our strategic brand journey began with a profound belief: "True beauty and meaning are learned from nature itself."
With this philosophy, we positioned Altjira not just as a winemaker but as a storyteller who has bottled Australia's ancient and inspiring spirit. We based our brand architecture on the Kangaroo, Koala, and Thylacine, some of Australia's most iconic inhabitants, because each represents our philosophical connection to nature.
We also wanted to create a sense of homage and commemoration for the creatures that lost their lives in the tragic natural disasters that occurred in Australia in recent years.
While conducting our target audience analysis, in line with the brand's philosophy, we positioned ourselves by considering a society with a certain level of consciousness and intellectual knowledge, one that expresses gratitude and appreciation for every moment they experience. We constructed this positioning and target audience analysis through a combination that brings together our farmers, the characters we created for the brand design, and our consumers.
When combined, our characters form Altjira's complete philosophy of nature: The kangaroo represents the power of the soil, the koala represents the purity and patience of nature, and the thylacine represents the fragility and preciousness of this balance.
For Altjira, wine is a reflection of these three elements: the power of the soil, the pure essence of the grape, and a legacy to be passed down through generations. These animals are not just cute figures; they are positioned as our strategic ambassadors, conveying the spirit of the Altjira brand and our covenant with nature to the world.
We created this deep and meaningful story through limited edition, collectible wines, each representing one of these characters and their philosophy, and an unforgettable brand experience, evoking a sense of gratitude in the minds of our target audience with every sip.