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.
We uncovered a rich family history (where the founder's great-grandfather came 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 and vineyards. The Clouston family crest was redrawn and blind embossed on the bottle caps. Instead of a traditional tasting notes, we used this imagery to create an oversized lookbook that told the story and craft behind the wines.