Destination Vineyard
Mount Towrong Vineyard is a family owned and operated winery located in the Macedon Ranges on Wurundjeri country. Here they craft high-quality wine in harmony with nature. The winery prides itself on its natural approach to winemaking, and in order to better reflect this philosophy, we helped them with a brand refresh.
The importance and gratitude they have for the land they operate on is central to everything they do, and their connection to the beautiful Macedon Ranges is deeply ingrained in their identity. They work tirelessly to produce the highest quality fruit, all while staying true to their commitment to work in harmony with nature.
Client
Mount Towrong Vineyard
Services
Brand Strategy
Brand Identity
Brand Guidelines
Brand Communication
Art Direction
Packaging Design
Here’s the story
Mount Towrong Vineyard have developed a dedicated community of customers that regularly travel to their cellar door in the picturesque Macedon Ranges, an hours drive from Melbourne. Over the years their down to earth hospitality and quality wine has earnt them a place as the must visit vineyards in the area.
We had to convey to our audience that Mount Towrong is a quality wine, that’s natural and local to the area whilst being representative of their low intervention wine making.
What we discovered
With a deep connection and respect for the land they live and work on makes them the most natural/low intervention winery and cellar door in the region. This is a differentiator that people did not know.
The problem
The previous branding was inconsistent with their wine making philosophy, it didn’t refelct their natural, earthy and inclusive spirit.
The mission
Once we established the identity and values of Mount Towrong Vineyard, as well as their target audience, our focus shifted to crafting their creative strategy. It was crucial to position them as passionate enthusiasts of both wine and food, emphasising their profound attachment to the local surroundings. As everything they do revolved around the land, we distilled this sentiment into the brand concept of "natural expression," encapsulating the very essence of Mount Towrong. This brand idea served as the guiding principle for all their endeavours, showcasing their unwavering commitment to showcasing the authentic beauty of their products and the land they call home.
The packaging
Positioned between two hills, the label of Mount Towrong Vineyard embodies its precise geographical location. The logo beautifully nestles between silhouettes of these hills, with a meandering creek gracefully flowing through the middle. A versatile color palette is utilized to vividly convey the essence of their wines, capturing the spectrum of their vibrant, earthy, mellow, and smooth qualities. This thoughtful approach to color selection enables the label to authentically reflect the diverse and nuanced nature of Mount Towrong.
The logo
The logo of Mount Towrong Vineyard symbolises their deep connection to the Macedon Ranges and their gratitude to the nurturing earth that enables them to do what they love. It pays homage to the magnificent Wurundjeri country they inhabit, incorporating key local landmarks like Geboor (Mount Macedon), Mount Towrong, and Willimigongon Creek. Meanwhile, the typography of the words "Mount Towrong Vineyard" merges both serif and sans-serif fonts, representing the eclectic interiors and diverse collections of curios found throughout the cellar door and vineyard. This fusion of fonts serves as a visual representation of the captivating blend of styles and objects that contribute to the unique ambiance and character of Mount Towrong.
End result
Mount Towrong have been the stand out vineyard in the Macedon Ranges for some time and their new identity lives up to that heritage. Every touch point has been carefully considered to illustrate their connection and respect for the land they live and work on and the relationship their audience has with it. Overall the audience now has an authentic experience of what Mount Towrong offers whether it’s enjoying a meal at their cellar door or buying wine from their website.
The first 90 days of the marketing program were focused on building awareness, creating systems and establishing The Kent as The Northside Social. That awareness target was achieved. Community engagement increased. The foundations for functions growth were established.
The marketing activity generated 3,097 Google searches, 1,135 website users and 725 direction requests, alongside more than 58,000 in reported reach. We also began seeing the behavioural changes we wanted. People staying after dinner instead of simply eating and leaving. Trivia booking out. Mother’s Day selling out within a week. Customers using the venue more like a pub again.
Sales have also shown improvement, although the commercial work is ongoing and we’re careful not to overstate attribution. The next phase is about continuing to convert awareness into visitation, functions and measurable revenue growth.
The Kent is a good example of what happens when brand strategy isn’t treated as a design exercise. It becomes a commercial system. One that moves through the identity, the environment, the experience, the marketing and ultimately the way people choose to use the business.
It’s important for us to acknowledge and recognise that where we live, work and play is on the lands of the Wurundjeri people of the Kulin Nation. We respect and honour Elders, past, present and future, and acknowledge their Native Title rights to Country, which holds the stories, traditions and living culture of Wurundjeri people.
