Grouchy caricature brings romance back to wine

Client: Grumblebone Estate Wines
Brand: Grumblebone wine range
Agency: The Creative Method

The Challenge: Grumblebone Estate is a small boutique family estate in the Southern Highlands region of NSW specialising in single vineyard world class wines. The name Grumblebone is derived from the owner’s aggrieved personality, a grouchy but determined pioneer in the Highlands region. The Creative Method was commissioned to create all aspects of the winery’s new branding, including identity, packaging and stationery.

The Strategy: The branding and packaging concept was loosely based on children’s story books where the Grumblebone character and wordmark are given a hand drawn feeling showing a unique personality and attitude. The Creative Method felt that with the introduction of screw caps a certain romance has been lost from wine packaging, so the agency created a perforated adhesive to wrap around the cap so that the adhesive must also be broken, further enhancing the experience when opening a bottle of Grumblebone. This neck wrap also provides an original place to display the full colour character imagery, giving strong cut-through in store and great brand recall.