Boomtown Wine is a winery/bistro and cellar door based in Castlemaine, a regional town with a strong creative community and a deep connection to local producers. Positioned as a place to gather, Boomtown simply champions good times and nice wines, reflecting the character of the town — confident, welcoming and unpretentious.
The new wordmark forms the foundation of a robust yet playful brand identity. Designed to feel bold and grounded, it balances strength with warmth, allowing the brand to flex across formats without losing character. The custom letterforms introduce a sense of personality, ensuring the identity feels approachable and contemporary.
This flexibility allows the brand to translate seamlessly across a wide range of touchpoints. From wayfinding signage and menu design to bottle labels and social content, the system adapts to different scales and contexts while maintaining consistency. The result is a cohesive identity helping Boomtown connect with its community.
Supporting the wordmark is a mascot-style logo device featuring a wine bottle and oversized glass paired together, bringing an added layer of whimsy to the brand. A series of lighthearted, expressive illustrations further reinforce Boomtown’s approachable, community-minded personality.
