BRIEF:

Develop and trademark a new wine brand from scratch, name, brand story and label designs

BACKGROUND:

One of wines greatest assets is it’s ability to bring people together, the celebration of shared experiences with family and friends. It was in this spirit of celebrating the kinship that has accompanied wine throughout the ages, that ‘Kare Wines’ was born.

‘Kare’ is a Maori word used as a term of endearment for a dear friend. It can also be used to describe a longing or ardent desire.* ‘Kare’ create wines that you will be proud to share with whanua and friends. They are a celebration of ones desire to be surrounded by friends, family and good food. “Kare Wines embody the timeless spirit of friendship and kinship.”

Inspiration was sought from Maori symbolism for the design of the brand identity. The 'pikorua' or twist symbol depict two new shoots growing together – it represents the joining of people in love or friendship for eternity. Similarly the ‘Kare’ brand identity design despicts an eternal twist pattern symbolising the strength and beauty of enduring friendship and interwoven lives.  Kare Wines’ are inspired by the symbols of life and growth.

“Kare Wines brand is warm and comforting with earthy tones and textural qualties” 

* maoridictionary.co.nz

OUR PART:

Name Creation, Trade Marking, Brand Development, Labels, Visual ID: Packaging