Bird in Hand
Out of all the players to emerge in the Australian wine world over the past generation or so, Bird in Hand is among the most impressive. Just a couple of decades past its genesis, the young Adelaide Hills winery competes on par with long established world-class winemakers, winning the coveted Winestate Australian Winemaker of Year award two years running, among highest praises for its stunning shirazes, cabernets and chardonnays. But for Bird in Hand founder Andrew Nugent, great wine is just a jumping-off point for a great life. Through frequent strategic collaborations, the brand reaches its fingers into the worlds of fashion, design, art and music.
Wine writing is notoriously stodgy, filled with clichés about the ancient world and the richness of the earth. Though Bird in Hand builds on a centuries-old craft, it is a young company with a modern mindset, and it needed a brand voice to reflect its unique positioning, influenced by the fashion and art worlds. We were tasked to tell the winery's story through a streamlined new eCommerce web site (in partnership with Matte Projects) and apply the same voice strategy to subsequent print and digital projects that would ideally create awareness, affinity and conversion.
We decided to take an Australian approach to sophistication—without resorting to regional slang. Borrowing inspiration from adventure-fashion lines and modern luxury houses, we created a voice for Bird in Hand that speaks more like a cultural authority than a beverage brand. Laid back yet sophisticated, the writing combines an innate pastoral feel with a decidedly wordly viewpoint. Never snobby, always intriguing, the Bird in Hand voice imitates the storytelling style of a particularly cultured dinner party guest, an adventurer and art maven who scours the world for life affirming experiences and then shares his finds warmly, for the pure joy of it. The overall voice strategy is to represent the brand's distinctive attitude across platforms, throughout Bird in Hand's many inspired projects.