Situation

‘High Country Crafted’ achieved the strategic objective to develop a brand that embraced the quality food, wine and produce story in the cool climate of the Victorian high country. TWP sought to evoke the uniqueness of local cool climate produce which includes award winning wines, berries, nuts, stoned fruit wagyu beef, tomatoes and a micro-brewery.

Solution

TWP undertook the research and consultation with a broad range of local producers which resulted in the development of a brand device, creating synergy with the Mansfield 
- Mt Buller destination brand. Through a competitive analysis of the popular food and wine branding market, TWP created a new branding suite which encompassed a new logo with a series of regional derivatives, a range 
of design applications such as wine bottle hangers, menu stands and packaging stickers and a Brand Style Guide for use by local producers.

Results

The plan resulted in the creation of a produce brand for the region which serves as a promotional platform for its food, wine and produce. The project expanded from a branding project to include products and events in addition to the original food and wine. The brand allows local operators to reinforce a unique High Country experience for the increasing number of visitors. The High Country Crafted brand was implemented in 2007 and taken up at the local level to become a highly valued and much sought 
after brand asset.