Mission Estate Winery

Mission Estate Winery established in 1851 by pioneering French Missionaries is New Zealand's oldest winery and the birthplace of New Zealand wine.

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.

Colllateral Development
Some of the trade and promotional collateral developed in the new style.

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.

Scope of work
Design

Advertising Creative Direction

Brand Guidelines

Point of Sale Collateral

Magazine Advertisements

Design / Presentation Templates

Web
Print

DL Rack Cards

Brag Sheets

Shelf Talkers

Presentation Folders

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