Wynns launches evocative global luxury brand platform ‘BRUTALLY, ELEGANT’ via Splash TWE

Treasury Wine Estates (TWE) has unveiled a bold new creative platform for its iconic Coonawarra wine brand Wynns, with ‘Brutally, Elegant’ developed by its in-house agency Splash.

If you know wine, you know Wynns, the jewel of the Coonawarra – a world-class region in South Australia. Since the first vineyards were planted in 1891, this heavyweight of the Australian winemaking world has gone about its craft quietly. Amassing runs on the board and fame far beyond Australia’s shores, it’s become famous for the flagship John Riddoch Cabernet Sauvignon and Michael Shiraz.

Over time, Wynns has become known for its luxury positioning, and as such TWE has evolved the brand to reflect this. From bottle design out, Wynns has been rebranded and repositioned as a true luxury wine brand. Across social, OOH, point of sale, tasing notes, website and much more, this repositioning has taken a full 360 approach across all touchpoints.

Beyond the bottle, TWE looked deeply into the DNA of Wynns, remapping its unique story and point of difference. The findings paved the way for a fresh perspective on an iconic brand – the refined luxury of Wynns is born from the unexpected, producing an elegant wine from rugged beginnings.

It’s a wine that’s tempered by the arctic winds of the Southern Ocean, grown in rich Terra Rossa soil set upon a bedrock of ancient limestone, millions of years in the making. It’s not where you’d expect to find luxury but here, the imperfect and hard-wearing elements create perfection. And this isn’t entirely unique to the world of luxury – the same could be said about diamonds and pearls.

Through this insight and brand truth, came the new brand platform, ‘BRUTALLY, ELEGANT’ created by Splash. A platform designed to stir emotion, while repositioning Wynns in the elevated space in which it’s earned the right to play.

Says Tom Opie, Creative Director at Splash: “Brutally Elegant is the story of juxtaposition, yin and yang, dark and light. An evocative and visceral theme, one that we look forward to informing brand experiences, tastings, brand ambassadors and more.”

Says Treasury Wine Estate’s Head of Regional Marketing, ANZ, Nick Powell: “Brutally, Elegant’ captures the raw beauty of Coonawarra and the uncompromising craftsmanship behind every bottle of Wynns. This new platform allows us to share our story in a bold and authentic way – one that reflects both the wildness of our landscape and the quiet confidence of our wines.”

Treasury Splash (IHA)
Agency Director – Elsa Beaumont
Creative Director – Phil van Bruchem
Creative Director – Tom Opie
Design Director– Marni Burger
Head of Business Management – Hayley Sparshott
Motion Graphics Specialist – Louie Symmons
Jnr. Motion Graphic Designer – Maddy Bos
Senior Integrated Producer – Elyse Paone
Production Director – Lisa Moro
Peale Tran – Senior Media Trader
Scott Swindells – Media Trader
Graphic Designer – Aaron Wood
Finished Artist – Esmeralda Barbuto

Treasury Premium Brands
Head of Regional Marketing ANZ – Nicholas Powell
Marketing Manager – Angela Love
Brand Manager – Rebecca Portelli
Assist. Brand Manager – Amelia Baddeley
Kaushik Lal – National Account Manager On-Prem

Production Company – The ARTL—NE
Director / Photographer – Josh Robenstone
DOP – Ed Triglone
Production Producer – Zena Bartlett
Art Director / Stylist – Cristina Guerrero-Fernandez
Retouching – Shetouch
Motion Post production – Crayon
Offline Editor – David Tse
Grade / Online Artist – Daniel Stonehouse
Music Composer – Andrew Russ
Sound House – Squeak E Clean Studios
Sound Engineer – Paul LeCouteur

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