Brief
The brief called for a suite of images that distinguished the Otway Ranges from other, more famous wine regions, enticing people to visit family-led producers surrounded by beautiful forests and undulating countryside. Images needed to capture rugged natural beauty, personal characters, and the close-knit nature of the collective.
Outcome
Utilising a deep green colour scheme overlaid with line-work reflective of a topographical map and the human fingerprint, the website evokes the hilly forested setting of the ranges and pays homage to members’ intimate involvement with their product from vineyard to bottle.
Beautiful imagery encompassed by unique design creates a sense of wonder at discovering a hidden gem in the forest. Group shots reflect camaraderie, portraits create a connection to the makers and growers, and product shots evoke the handcrafted charm through careful lighting and use of natural material in props and packaging.
Each of the five properties feature, and a ‘hero’ image expresses the essence of the region: small scale winemakers with a welcoming disposition, hidden in the forest and surrounded by rolling hills.
BASF Xarvio Scouting
Glute Guard
A group of artisan winemakers find they're stronger together
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Mick Beck
Director, Fluid
Background
The Otway Ranges are a vast forested region in southern Victoria. While the Great Ocean Road brings fame to its south facing towns and beaches, few are familiar with its warmer northern side, where several vignerons take advantage of high rainfall and abundant sunshine to make premium cool-climate wines.
To raise the profile of their region, five producers formed the Otway Wine Cooperative and engaged branding agency, Fluid, to design marketing collateral, including a new website. Fluid called upon Cormac Creative Studios to supply photography.