What we’ve learned working with alcohol brands
Our beverage experience began in 2011 when we commenced with Clonakilla Wines on all their marketing, packaging, digital and brand development. We’ve worked with them continuously since then as their reputation in Australia and on the world stage has continued to grow. In the beginning there were not many assets to work with and we dug in on our typographic and colour palette choices to present the brand on its marketing and email communication.
The best of cool climate shiraz
The sheer beauty of an image captured in time
In recent years General Manager David Reist, an outstanding photographer, has provided photographs of extraordinary quality for us to use in the brand. In these times there has been less reliance on traditional layouts, and more on clean typesets to accompany the beautiful moods set through the lens of Dave.
Photography by David Reist
In 2021 we developed a commemorative label as the Kirk family celebrated John Kirk and the 50 years since the beginning of Clonakilla in 1971.
From small to big to the Biggest Shed
In 2014 we met Jason and Craig. Right from the beginning our team played its part in getting the Big Shed brand off the ground, with logo creation followed by all six of the first product lines – F Yeah, Frankenbrown, Californicator, Kol Schisel, Golden Stout Time and Cherry Popper. These beers formed the backbone of the Big Shed brand as it emerged in the western suburbs of Adelaide, much-loved by all the punters who quickly called the old shed home on Brandwood Street at Royal Park. These times spent with Jason and Craig as they bootstrapped their company were absolutely brilliant. Big Shed now employs almost 100 people at its large shed on Port Road.
Coaxing much-loved brands into a new space
In 2020 we began work with Gibson Wines, a brand with a cult following in the Barossa, largely due to winemaker Rob Gibson, aka The Dirtman, and his legendary Dirtman Shiraz. Gibson, like many wines in the crowded landscape of wine labels, faces challenges of continually bringing on new customers without displacing its traditional customer base, even as those customers move into a stage of life where their purchases become more infrequent. We are currently working on evolving the Gibson brand to bring on a new generation of loyal fans.
A unique story really does connect
During the last 10 years we have learned that each of these small, bespoke companies have a unique story. It’s this story that sets them apart. Being drawn into that story and authentically connected with the brand and associated community is an important measure of success.
Marketing rollout serves brand strategy
Any marketing strategy pursued without deep understanding of brand can gain short-term sales bumps, but sometimes at the peril of long-tail decline of brand loyalty with the most important stakeholder amongst us – the customer. Technology is a servant in business, not a master. Good businesses understand and embrace this principle.
That’s why there is no cookie cutter process for these small brands when it comes to brand story. It really is about digging around to find the gold nuggets, then bringing those nuggets to the outside world in the form of genuine brand stories that present in a smart but deep way, right across the brand. Each decision is considered. And that’s consistent with their business and ultimately their product.
Dig deep for truth that’s interesting and resonates!
Our job as creatives is to bring story to life so that it sits at the forefront of your brand and connects honestly and authentically with your customers
That is true authenticity. If there’s one thing about Australians, they sniff a fake a mile off. And when they are relaxing, away from corporate responsibilities, they want to be reminded of what is true north. These are values that many small family-owned businesses can bring as they represent all that is great, traditional and beautiful, and in many ways being left behind in the modern scramble of our global world. These small companies are a microcosm of idealism that many people do not get to experience during their often-transient working lives amongst soulless companies that fill the Australian business landscape.
