CASE STUDY
A wine range is only as strong as the logic behind it.
Client
Brand & Sons
Category
Wine
Region
Coonawarra,
South Australia
Deliverables
Brand strategy
Visual identity
Packaging design
Brand and Sons had a strong core range and a credible icon tier. The gap was in the middle. As the business prepared to introduce a higher-priced super-premium range, the step from core to icon wasn't clear enough for customers or trade.
Without a defined role for the new tier, the price increase was difficult to justify and harder to sell with confidence.
The brief was to introduce a super-premium range that felt intentional and earned, without weakening the icon wines or creating confusion across the portfolio.
We made the structure decision before any label decisions. The role of each tier was defined, the boundaries were set, and the new range was anchored in the winery's history and regional credibility. The step up earned its place through clarity, not decoration.
Trade conversations became easier. Higher price points were easier to defend. The range sat confidently on shelf with a clear progression from core through to icon, and the team gained alignment on how to present and protect it.
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