ROLE:

Brand Strategy & Brand Refinement

Identity Program Design

Strategic Wine Portfolio Consulting

Label Strategy and Design

Label Concept and Illustration

DESCRIPTION:

A few years ago, as part of a larger brand strategy effort for The Grange of PEC, Insite determined that a future estate wine series was essential for The Grange to demonstrate what the winery could achieve with estate fruit as well as a means to communicate the core value and purpose of The Grange to its current and future wine audiences.

And so, when the Grange’s beautiful vineyards were rejuvenated and ready to return to producing exemplary wines exclusively from their site, we set out to create a strategic way to communicate the importance of the estate wines to The Grange and to PEC as a whole.

We identified defendable and differentiating ideas and assets that were the keys to communicating the estate program to the right attentive audience. This started with the place itself and specifically, that The Grange is one of oldest and largest properties in the County, being stewarded by some of the most experienced and respected County wine people.

We used The Grange’s existing naming and vineyard map as the base for the program’s communication. Having walked and biked the vineyards we gained an inspired understanding of the diversity of ecology, drainage and even varied weather so we knew that the map was more than a layout, it was a tapestry of personalities, each with individual character and demands, but all with a set of family traits.

To tell the story of this diversity in place, and starting with packaging, we employed a classic modern art poster metaphor so as to suggest the label was introducing an idea, story, or movie. The art itself is reminiscent of geological maps, graphic landscape paintings or geological features.

The goal was to execute the work in a way that each art piece could easily live off the label as a poster, background in social or feature banner in web — thereby giving The Grange' team flexibility of use and effortless content.

The label layout engages the audience with a full wrap with continuing content and type, compelling the viewer to grab the bottle, turn it on it’s side and rotate it around to the back — the content starts the conversation of terroir detail and diversity as it relates to the map/block language leading to the story of the wine’s personality — with the goal to invite the reader and drinker to get to know the vineyard further, perhaps visit, and answer in more detail how the character of the County, the place and vineyard influences the flavours of the wine.