In the sometimes overly serious world of wine, Innocent Bystander has emerged as the perfect antidote for those who prefer to simply enjoy delicious wine (and other great drops) with tasty food and great company. And with a shiny new home in Healesville, the brand needed to go beyond the label to create a dynamic and contemporary brand experience that rejects ‘country’ wine region clichés—but instead brings a slice of urban edge to the Yarra Valley community.

Starting with the original Innocent Bystander figure—the design language employs a combination of handcrafted textures and photography that both draws on and expands upon the mystery of the Bystander himself: making the love of wine fun (and even a bit cool) again.