Frankland Estate
Industry Food + Beverage / Retail
Scope Brand Creation / Brand Strategy / Packaging / Print / Signage / Illustration / Photography / Copywriting
Frankland Estate
Industry Food & Beverage
Scope Brand Creation / Brand Strategy / Packaging / Print / Signage / Illustration / Photography / Copywriting
Frankland Estate
Industry Food & Beverage / Retail
Scope Brand Creation / Brand Strategy / Packaging / Print / Signage / Illustration / Photography / Copywriting
Frankland Estate
Industry Food & Beverage / Retail
Scope Brand Creation / Brand Strategy / Packaging / Print / Signage / Illustration / Photography / Copywriting
The Great Southern region of Western Australia was first identified in the 1950’s by viticulturist Harold Olmo for its potential to produce great wines based on climatic data and soil types. One of the region's pioneers and its premier organic wine producer, Frankland Estate's brand is authentic, honest and elegant. We've worked with this passionate, family-run business for many years and more recently undertook a comprehensive brand rationalisation with them with the aim of increasing price points across the board. Like to know how it went?
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Frankland Estate's winemaking focuses on complexity, elegance and a sense of place - a more mature approach now being embraced by other contemporary premium Australian winemakers for whom ‘restraint’ is no longer a dirty word. Their offering, like their visual brand, has developed and matured over the decades to command respect across the world. It's a fantastic story of forging your own path, tenacity and staying true to your vision.
With a revised brand and tier strategy agree upon and in place, we developed a modernised version of their iconic entwined roses logo which was inspired by the winery’s organic pest-control practice of planting roses at the end of each row of vines.
We then elevated the labels further by expanding on the concept of the roses and other aspects of the property's natural environment that also farms sheep and olives. Illustrations helped frame the product offering, promote the organic nature of the wines and the ‘gothic’ aspect of their brand further. The result increased the mystery and sophistication of the offering, tying in with the remoteness of their location and pristine environment.
The new packaging received much praise across their various local, national and international markets, and has assisted the winery in gaining access to new markets as well. Across the product range, the following results were achieved: Estate Grown wine prices increased by 66%, Single Vineyard wines increased by 20%, Smith Cullam a new label entered the market at $60/bottle and Olmo’s Reward wines, increased their price by 212%!
"Frankland Estate have used Firstnature for nearly 20 years and this alone reflects our trust in their ability to understand the personality and core values of our brand, whilst being innovative, fresh and adapting to an ever changing and competitive market place."
Hunter Smith, Owner & Winemaker
"...these distinctive wines are totally different from any other Australian wine I have tasted. What sets them apart is an underlying singular graphite-like character that gives them an earthy terroir-driven quality in both the aromatics and flavours....”
Robert Parker Jnr
Families can tend to be better able to pass on knowledge and experience than corporate entities. Frankland Estate's 100+ vintages have all been made by family committee with blending decisions made with all of the family present.
The creation of the tagline "Isolation is its own Reward" not only speaks of the winerys remote location but also pays homage to it's most famous vineyard "Isolation Ridge" and its flagship wine "Olmo's Reward".
A top tier wine in the Frankland Estate portfolio, ‘Smith Cullam’ was named after the winery's two founding partners Barrie Smith and Judi Cullam. Taking the rose concept to its purest form, the label design represents the culmination and pinnacle of their winemaking expertise into a single, perfect bloom.
