The Grove Vineyard was in need of a brand evolution to reflect their current positioning in the market. Realising the glut of wineries within Wilyabrup, Margaret River, the owners had changed direction and now traded as a distillery and brewery. It became clear that there was a need to create awareness of The Grove brand and the service categories provided.
The design of premium labels across various product categories was also an important part of the work commissioned. In order to reach a specific target market and industry, research was conducted to identify the target areas. The brand name was not conducive with any form of product expectations (A winery? as opposed to the reality; a brewery) and was the subject of obvious confusion requiring real change. A full promotional plan and collateral identification was developed to help identify the brand name.
Our mandatory visitation created a simple awareness. We were dealing with much more than a vineyard turned distillery. The premises were ideal for the visitor, a great experience with food, drink and a large area for garden entertaining, distillery tours and a massive selection of product including spirits, beers and liqueurs. It was at this moment that the idea became apparent. If it isn’t a winery and it’s more than a distillery, brewery and tourism venue then it can only be ‘an experience’ – and what an experience!
And so ‘The Grove Experience’ was born.
Applying the principles of good marketing, Jack in the box set to work researching the socio-demographics and audience behaviour; evolving the brand to maintain the past while bringing it into the future. Re-naming ‘The Grove Vineyard’ the ‘The Grove Experience’; designing, developing and implementing a promotion plan.
We developed brand continuity with an extensive label design process for each individual product along with a refreshed menu. And as we moved forward our photographer shot the food, spirits, liqueurs and beers while the design and production of promotional material, including pull up banners and gift cards were implemented. With a soft launch The Grove Vineyard became The Grove Experience
The Last Word
‘The Grove Experience’ boasts a new brand under a repositioning which more accurately reflects the product offering to the target audience. The promotions have created increased awareness of ‘The Grove Experience’ brand and overall visitation to the website. As a long term project, the foundation is now set to build greater performance, meeting the organisation’s potential.
What We’ve Done
- Strategic Planning
- Brand Evolution
- Press Advertising
- Media Schedule & Buying
- Stationery Suite
- Product Labeling
- eNewsletter Template
- Menu Design & Production
- Authenticity Certificates