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Australia's First Families of Wine (AFFW) is the affiliation of twelve pioneering family-owned Australian wineries, the heart and soul of Australian wine. The challenge of this project was to design one 'collective' symbol for a group of 12 different wine companies, each with their own existing individual identities.
As their name was quite a long mouthful, the approach was to create a calligram that reflected the short version 'affw'. Classic, lyrical, typographic and adaptable. Various configurations designed with the calligram logo at its heart – from vertical, horizontal, through to a roundel device.
The brandmark was designed as a calligram – the letters of ‘affw’ forming a visual reference to a bunch of grapes expressing premium wine with craft, heritage and elegance.