The new brand identity for our wine industry

We are excited to share with you the new brand identity for our wine industry – the Marlborough wine industry

This brand is something we hope that you, growers and winemakers, and our wider stakeholders can take pride in, own, and use to help promote our wine and region. We see this as an exciting opportunity to have a larger voice and footprint as a collective group of brands that share this one commonality – the true Marlborough Wine brand. 

Our Logo Story

• The subtle heart-shaped curvature is a nod to our vision to “forever earn our place in the hearts of our people…“

• There is a feeling of warmth, inclusion, and protection as the shape at the top of the device creates an M that wraps around and encapsulates all that is Marlborough, protecting what we hold dear to us.

• The tips of the brand mark not only fall into the centre to represent the ‘hole in the clouds’ our region is synonymous with, but the peaks of this shape also represent our mountain ranges that help protect and shape our enviable wine-growing climate.

• Gradients help express the dynamic force that is our industry. It creates energy and movement - much like that encapsulated within our industry.

• The curving lines at either side of the bottom of the brand mark, represent our valleys and rivers. On the left are Wairau, Waihopai, and Awatere rivers. On the right, are our valleys, Awatere, Wairau, and Southern.

• The use of lines throughout the graphic recognises the brand work and position of Marlborough in our identity - this is a subtle reference to the concept of ‘story lines’ with the inclusion of this representation. Understanding that there are many stories and people that make us who we are as an industry, each with a role to play.

• Overwhelmingly it was recognised that what makes the wine special is the place. You can taste it. It is palpable. We have encompassed all of these elements, all of Marlborough - in a shape representative of a glass. 

In the link below, access everything you need to activate this brand as part of your marketing. Here you will find the visual identity, guidelines for its use, our brand story, messaging pillars, the brand foundations that guide us in everything we do and a few templates you can download and use.