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, 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 a way that felt open, immersive and dynamic. 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.