Brown Brothers: Helping to Rebuild
- The Edison Agency
As a business located close to some of the bushfire disaster zones, Brown Brothers was acutely aware of the devastation felt in local communities. With this sentiment top of mind, The Edison Agency approached this brief with passion and humility, considering all content, design and execution that best captured the brands emotional and purposeful response to the devastation of the region. 100% of all profits will be donated to Blaze Aid – a National organisation that helps local communities rebuild infrastructure after natural disasters.
The Brown Brothers Limited Edition ‘BlazeAid’ Shiraz has a unisex appeal and is beautifully crafted with subtle, high-quality print finishes to reflect the quality of the wine. The contrast of colourful Australian botanicals juxtaposed against a deep-blue mottled foil background cue a hopeful, flourishing future for our bushland, while referencing the darkness it sprung from. This was quite a step away from Masterbrand range, in hope to acquire a new online/social audience and promote action that led to generous community support.
As part of this pro-bono project, The Edison Agency contributed design expertise within a human-centred design framework that was empathic and sensitive to the client and beneficiary needs. 100% of all profits are still being donated to BlazeAid – a National organisation that helps local Australian communities rebuild infrastructure after natural disasters. This was a collaborative program with support from Brown Brothers printers, designers, photographers and PR partners – a great signifier of an industry coming together for a positive community cause
Over 2,200 bottles have been sold to date and over $50,000* donated.
* As at 15th August 2020.
Our work identified a strategic opportunity to set a precedent for the cause using design to inspire hope and action. Our distinctive and playful illustration style was hand-crafted by one of our resident illustrators – the vibrancy of the botanicals is captured via a cut paper aesthetic inspired by Matisse. In keeping with the attitude and personality of the Brown Brothers brand – this design captures the impenetrable spirit and beauty of the King Valley region, ready to rise again.
The design challenge was focussed on three core areas:
1. Design a cause-related label that was not insensitive to the issue
2. Reflect the premium nature of the wine, without appearing indulgent
3. The outcome was to be shareable and engaging, motivating consumers to purchase and support
This was a collaborative pro-bono program with support from Brown Brothers printers, designers, photographers and PR partners – a great signifier of an industry coming together for a positive community cause