National Wine Centre
Branding and identity

Inspired by the simple act of turning a wine bottle to face the label, the National Wine Centre’s new brand identity centres on the idea of revelation, uncovering new perspectives, stories and experiences.

WDM was engaged to develop a new brand for the National Wine Centre of Australia, evolving the organisation’s name and positioning to reflect a more contemporary, experience-led destination. The brief was to create a brand that felt transformative and exciting, inviting audiences to discover wine in an open, immersive, and dynamic way. Through a process of discovery, research and testing, we developed a flexible brand system designed to move with the audience, opening the door to a richer and more engaging world of wine. The result is a confident, modern identity that repositions the National Wine Centre as a place of exploration, learning and experience, appealing to both seasoned wine enthusiasts and new audiences alike.

Client
National Wine Centre

Creative services
→ Brand development
→ Brand messaging
→ Brand visual identity and art direction
→ Copywriting 
→ Motion design/animation
→ UXInterface design

Cover of a publication for the National Wine Centre, featuring a dark maroon and black background with large overlapping letter "W" shapes and the text "National Wine Centre" in bold white letters in the center.
A billboard advertising Australian wine with the phrase 'Summer, bottled.' The background features a pink, halftone image of a smiling woman wearing sunglasses, with some trees and a brick wall around the billboard.
The letters N, W, and C arranged vertically with a stylized, bold font on a light background.
A poster on a brick wall advertising bottled wine, with the text 'Summer, bottled.' and additional information about Australian whites, the National Wine Centre, and location details.
A person using a MacBook Pro laptop, viewing a website for the National Wine Centre, featuring an image of a woman with wine glasses, in a well-lit, indoor setting.
A young man with black hair wearing a black button-up shirt and a brown apron with the letters 'NWG' on a pocket.
A bag with a geometric pink and white pattern hanging from a chair leg, with the words 'National Wine Centre' printed on it.
Line drawing of a modern architectural structure with glass curved walls and a large glass dome in the center, surrounded by trees.
Cover of a publication with the title 'National Wine Centre' in bold white text over a dark red and black abstract design.
A man in a checkered shirt selecting wine bottles from shelves in a wine shop or cellar.
A poster for the National Wine Centre with the text 'Raising the bar since 2001' and information about their contributions to wine experiences, events, and education, featuring a smiling woman enjoying wine.
Three digital signage displays in an indoor public area. The first shows a directory with options for Exhibition Hall, Vines Room, and Wined Bar. The second features a woman with dark hair and earrings, with text that says, 'Raise a glass. Raise the roof.' The third display shows a close-up of someone pouring a drink, with a glass in focus and the website 'nationalwinecentre.com.au' at the bottom.
A maroon banner on a black metal fence displaying text about the National Wine Centre, affiliated with Adelaide University, with the website nationalwinecentre.com.au and a call to action 'Find your fill'.