To win in the non-alc wine category, our strategy was to create a wine which introduced grape seed extract (GSE) to the liquid. GSE is naturally rich in antioxidants and well known for its skin loving benefits. So we named the brand Plus & Minus: Plus antioxidants, Minus alcohol. In line with the product benefits, the brand identity took inspiration from the skin care industry with its brave, simple and striking design.
Carefully curating Australia’s national treasure