Swear Words has created the visual identity for High Country Harvest; a new festival that brings together a series of independent food and wine wholesalers from Victoria’s North East region.
Swear Words’ brief was to create a visual brand identity that communicated a sense of adventure, indulgence and multi-sensory engagement. The project included the design and development of a website, brandmark, a brand style guide for the event producers, along with the design of an A4 festival pocket guide, print posters and event specific signage.
“The brand identity reposition needed to be bold, playful and unique, while sympathetic to the aesthetic, personality and natural environment of the high country,” explains Swear Words co-founder and managing director Adam Lana.
The long-term brand design strategy was to challenge existing preconceptions of the high country region, which in the past, has been perceived as conservative. “Our aim is to communicate a more fresh, adventurous destination to highlight the young brewers and wineries that are developing really interesting products in the region,” says Swear Words co-founder and creative director Scott Larritt.
“We capture the area’s existing narrative but communicate it in a more energetic way with colour, typography, and dynamic online and print design layouts,” says Larritt. “Not wanting to ignore all of the region’s rich history, we encapsulated it within a more modern aesthetic to appease a socially aware, well-traveled demographic.”