Cultivating wine, marketing and selling it to wholesalers or direct to the public is an industry that is as much about science as it is about art. In such a saturated sector, brand awareness, positioning and differentiation is incredibly important, as is a clear understanding of both national and international markets. Over the years we have worked with a number of independent as well as globally managed vineyards developing brand identities, packaging, merchandising and video content for their wines.
David Clouston came to Strategy Creative with the challenge to develop a new wine brand that would generate cut-through to launch his award-winning wines into the Australian and US markets.
Tasked with creating “not just another wine brand” we took cues from the world of luxury fashion and heritage workwear. We crafted an ultra-minimal brand based around a simple wordmark logo. To launch the brand, we designed an oversized lookbook, limited edition gift packages, and branded clothing.
In speaking with the Clouston & Co team, we uncovered a rich family history (with the David’s great grandfather coming to New Zealand more than a hundred years ago). We referenced this strong heritage by using archival imagery alongside landscape photography of the Marlborough region. Instead of a traditional tasting notes, we used this imagery to create an oversized lookbook that told the story and craft behind the wines.
The Clouston & Co team launched the new brand at a wine trade show in New York City to overwhelmingly positive feedback. The brand has been praised for its premium and clean aesthetic which stands out from the noise in the wine market. Everything is in place for the wine to launch publicly in the US and Australia later in 2018.