Mudgee Region
Branding Australia’s top tourist town.
- Industry
- Tourism + Travel
Surrounded by picturesque landscapes and an array of world-class wineries, Mudgee Region is loved as a contemporary country destination infused with art and culture, serving quality produce, and shaped by a strong sense of community. Awarded as Australia’s top tourist town for second year in a row at Australia’s Top Tourism Awards, visitors are invited to connect across the region including Mudgee, Gulgong, Rylstone and Kandos.
Our challenge was to develop a refreshed identity for the region that would build local pride, showcase what the region has to offer, and act as the destination of choice to increase visitation. Led by DMS’ comprehensive brand strategy, the brand idea, ‘Reset your senses’, encourages meaningful connections with others, the sharing of new experiences, and sensory indulgence. Colours take cues from the local surroundings, and typefaces chosen for their approachable character. Illustrations and graphic elements help shine a light on the variety of experiences, and photography captures the stunning landscape, and everyday moments from a human perspective. Language brings a human voice to the brand, carrying a genuine local tonality.
The result is an authentic identity for the region—one that distinguishes Mudgee Region from the rest of regional New South Wales, and tells the many stories of one of Australia’s most-loved destinations.
View the previous brand expression.
Brand Strategy by DMS
The strategy surrounds the idea of a shared table with close friends and loved ones. Offering the freedom to indulge your senses, Mudgee Region encourages time together filled with culinary delights, passion and laughter to create meaningful connections.
As well as many unique rural villages, Mudgee Region is made up of four town centres in Gulgong, Kandos, Mudgee and Rylstone. All communities are represented as part of the brand.
Adding a lovely imperfection to the identity, layered emblems help highlight the variety of local offerings, from experiences and vendors to locations and destinations within the region.
Custom illustrations enhance brand storytelling and help communicate a range of experiences in Mudgee Region, from signature activities to local wildlife, heritage and well-known produce and products such as wine, olives and figs.
