This project required a thorough review into new and emerging target markets and trends to give this delicious wine a branding makeover. The product itself was a love child of Allan dedicated to his wife Catherine Cecilia Scott in the early 90's and tastes divine. With a huge amount of love and prestige behind the brand, I carefully used design-led thinking to create a new fresh look and feel.

I led an internal team to break down our target audience, our vision and goals with the brand, and ultimately, the creative direction. Prototypes were created along the way to enable all stakeholders to feel part of the brand journey and internal buy in was created right from the start.

After this development, professional designers (Plato Creative) were brought on board to refine the look. I went on to create a tactical marketing plan to ensure a seamless launch to key consumers and businesses.. This included Digital and Social Media campaigns, Print Advertising, PR Campaigns, in-store POS, and other marketing collateral such as banners and brochures.
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The result - sales in the first year sky rocketed to over 150% of previous years.