Mission Estate engaged us to develop their brand so all elements worked together to reflect their own authentic premium qualities. This included defining a creative direction for advertising and trade materials, and refreshing the overall feel and consistency of the brand.
We reported on our analysis of the brand in the state it was in and identified inconsistencies. In order to shift the brand over to a more premium space we recommended focusing on what the brand offers consumers, and adjusting this perspective in all marketing so the focus is on the experience people have with the brand. Ultra-premium brands are not outwardly focused on how great their offering is, instead their energy goes in to portraying the way they make people feel. This drills down to the imagery and copy used, as well as the tone of messaging.
Through the collateral development we created the positioning statement 'Our Craft, your Mission'. ‘Our craft’ speaks to the history, legacy, and the actual craft around what Mission does. ‘Your Mission’ offers all of the memory making experiences provided to their consumers, giving a sense of ownership to the brand & place they love.
View the booklet showcasing the collateral development.
Moving forwards, In order to ensure consistency we developed comprehensive brand guidelines to support the refreshed brand rollout. Additionally, we created inDesign Templates for the Point of Sale material so they could be produced in-house.
Advertising Creative Direction
Point of Sale Collateral
Design / Presentation Templates
DL Rack Cards