CASE STUDY
An icon wine has to earn its place. Not just look like it has.
Client
Brand & Sons
Category
Wine
Region
Coonawarra,
South Australia
Deliverables
Brand strategy
Visual identity
Packaging design
Brand and Sons had built a strong reputation for quality regional wines. The opportunity to introduce an ultra-premium icon tier from Coonawarra was real, but so was the risk.
Without clear hierarchy and separation, a new top tier can confuse buyers rather than impress them, or quietly erode the equity already earned by the wines below it.
The brief was to introduce an icon wine that felt genuinely earned without losing the connection to family, place, and reputation that made the brand worth protecting.
We defined the icon wine's commercial role before any creative decisions were made. Place, provenance, and family history did the work. No separate luxury sub-brand. No decorative finishes chasing a price point. Just a clear, confident signal that this wine sat above the rest and had earned the right to say so.
The Sanctuary range launched with immediate credibility. Its role was clear, its value understood. The structure has held since launch.
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