Branding Mitu: A Tale of Heritage, Grit and Grace

Here's something that might surprise you - until now, Australia didn't have a single Indigenous-owned wine label founded by a woman. Wild, right? We couldn't be prouder to partner with Florence Drummond to change that narrative. Through her website build and content production, the project has represented connection and breaking new ground in the Australian wine industry.

The name 'Mitu,' meaning 'me and you' in Torres Strait Islander Creole, perfectly encapsulates Florence's vision of bringing people together. Our challenge was to translate this powerful concept into a brand identity that honours both Florence's Torres Strait heritage and her deep connection to Wadandi Boodja, where her wines are now produced.

Working with Flo was an absolute joy as we helped tell her remarkable story - from her upbringing in Thursday Island to Wadandi Boodja in Margaret River. It’s a story of contrasts – from tropical shores to wine country, each element contributing to the larger narrative of Mitu. The brand identity we developed needed to reflect this duality: bold yet feminine, premium yet accessible, deeply rooted in Indigenous heritage while looking confidently toward the future.

Central to this project was the blessing from Wadandi Elders Wayne and Toni Webb, acknowledging Florence's respectful approach to producing wine on Wadandi Country. This cultural endorsement, which we took time to consider and respect, added a layer of authenticity to the brand story.

The website development centred around storytelling, employing a horizontal scroll design that has the feeling of reading a storybook. This intentional design choice guides visitors through Florence's path - from her Torres Strait Islander roots to finding her place in another 'salt water' country. Using WordPress as our foundation, we created an immersive digital experience that unfolds chapter by chapter, culminating in the birth of Mitu Wines.

As a largely philanthropic project, our collaboration with Florence represents our commitment to supporting voices that are reshaping the industry. Through careful brand development, digital presence, and PR support, we've helped position Mitu Wines as a beacon of change in the Australian wine landscape.