Knee Deep Wines have placed their fingerprints all over the Margaret River region's new branding by being the first winery to adopt the new 'fingerprint' logo.
The new branding was formed when the Augusta Margaret River and Geographe Bay Tourism Associations merged this year year and the association is calling on more businesses to adopt the new logos.
Knee Deep wines used their owner's fingerprint on the new branding as part signature, part badge of honour.
“The thumbprint is such an original brand,” Knee Deep sales and marketing manager Jenny Clark said.
"It's such a creative way for the Margaret River businesses to market themselves. When I heard about the fingerprint branding I had our owner scan in his fingerprint and we placed it on the label.
“We were lucky because we were changing our labels so we scanned in our owner's thumbprint and put in on the bottles.”
The tourism association is encouraging other businesses in the region to adopt the branding so Margaret River products are instantly recognizable.
Fingerprints were chosen for Margaret River's branding as they are unexpected, unique and ever-changing much like the region itself.
“It’s about the regional businesses promoting the region,” Ms Clark said.
“The way operators can choose how to incorporate the logo is creative.”
The new branding will appear on Knee Deep’s soon-to-be-released 2015 Chenin Blanc and Rose wines that were bottled on Thursday.
Margaret River Busselton Tourism Association CEO Pip Close was thrilled to see companies already adopting the logo.
"Putting a personal thumbprint on a product tells the world we are proud to be part of this incredible place and all its diversity," she said.
"It allows our brand to live in the fridges, on the tables, on the computer screens and in the hands of an audience that is far wider than that we can reach just through the Association's marketing budget.
"Whether it's the print of a winemaker on every bottle produced by a local winery, a chef's print on the corner of a restaurant menu, or the owners' prints at the top of a local business’ website, the aim is to provide a platform for local industry to express the inherent pride they possess for their product and region."
