REBRAND

Creating a separate premium wine brand REBRAND without dilution.

Three East of Eden wine bottles with colourful labels placed on a rustic wooden surface outdoors with a vineyard and misty mountains in the background during sunset.

Client / Category
Sons of Eden — Established premium wine producer

Challenge
Expand into volume-driven retail and export channels without weakening premium brand equity

Solution
REBRAND — creation of a separate, strategically positioned wine brand

Outcome
Strong distributor response and confidence engaging national retail chains and export partners

Influx logo with stylized text inside a diamond shape on a black background.

CASE STUDY

Close-up of a hand holding a wine bottle with a pink and gold label featuring an abstract illustration of a woman and a yellow sun, reading 'East of Eden,' 'Barossa,' 'Vint. 2023,' and 'Shiraz,' with a blurred vineyard landscape in the background.

Built through a clear three-stage approach

Clarity → Visibility → Consistency

THE CHALLENGE

Sons of Eden had built a strong reputation for premium wines, respected by trade and supported by consistent quality and a loyal customer base. However, growth opportunities were emerging in the $20–$25 segment, particularly from national retail chains and export distributors where the existing brand sat too high to compete without risk.

Retailers were asking for access, but using the core label would have put long-term positioning at risk. The business needed a way to access volume and broader distribution without creating internal competition or weakening the premium equity already earned.

THE INSIGHT

A common response would have been to release a lower-priced wine under the existing brand, or introduce a small sub-range.

That path would have blurred price signals, created confusion for trade partners, and slowly weakened the premium reputation already earned.

The real challenge wasn’t how the wine looked. It was how the business was set up to grow.

What was needed was clear separation, one brand to protect premium value, and another to unlock volume. So both could grow with confidence, not compromise.

A scenic landscape of rolling hills with patches of green vineyards and trees, under a cloudy sky in late afternoon light.

OUR APPROACH

The project was guided by one principle: protect the premium brand while opening new growth paths.

Key decisions included:

  • Defining the clear commercial role of a new brand, separate from Sons of Eden

  • Setting firm boundaries around price, channel, and distribution

  • Building a new wine brand that could stand on its own in retail and export markets

  • Grounding the new range in Eden Valley provenance without competing with the premium label

What we deliberately didn’t do:

  • We didn’t extend or adapt the Sons of Eden brand

  • Instead, we reinforced separation by creating a new name and story tied to place — giving trade partners confidence without creating price or positioning conflict

Influx logo in orange on black background
Logo for the winery East of Eden with stylised text and compass-like design elements.
An artistic illustration of a woman with long, flowing hair lying on a mountain range with a sunrise in the background, rays emanating from the sun.
Laptop displaying a color palette chart with various shades of purple, green, red, brown, and teal, and a small text box with branding from East of Eden.
Open laptop on a wooden table displaying a webpage with illustrations of a reclining figure, the sun, and rays, with a blurred plant in the foreground from East of Eden Wines.
Laptop on a wooden table displaying a product page for a bottle of wine with a purple label and background. The wine is East of Eden, a Grenache variety from the Barossa Valley, with description of flavour notes, alcohol, and packaging details.
Laptop on a wooden table displaying a webpage about East of Eden wine, featuring images of vineyards, two winemakers, and a wine grape.

THE RESULT

Externally, distributors responded positively, with increased confidence engaging national retail chains and export partners under a clearly defined offer. The new brand could be discussed and placed without concern about price conflict or brand dilution.

Internally, the business gained clear separation between premium and volume strategies, reducing debate and risk around growth decisions. The results were primarily qualitative, supported by strong early distributor conversations and buyer confidence to place the brand.

A bottle of Eden Valley Riesling wine with a fantasy-style label featuring a reclining female figure and a setting sun, placed on a wooden surface outdoors with a glass of white wine in the background and a vineyard landscape.
Laptop on a table displaying a green card with hills and sun rays, with text about the sunrise in the east and wine-making at East of Eden.

WHY IT WORKED

Clear separation removed friction for trade partners and protected the premium brand at the same time.

Growth decisions were made first, with brand used to support them — not the other way around.

This same separation logic can be applied by any premium producer looking to expand into new channels without weakening what already works.

IS THIS FOR YOU?

  • Owner-led premium wine or spirits producers preparing for channel expansion

  • Businesses needing access to volume channels without discounting their core brand

  • Teams who value structure, clarity, and long-term brand protection

    This is not for start-ups, businesses chasing short-term volume or those comfortable eroding premium positioning through discounting.

Three wine bottles with colorful labels standing on a wooden surface against a scenic countryside background.

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