The scheme involved a sensitive and radical rethink of an ageing though iconic and historic winery that sought to align brand, market and site. The creation of an elevated visitor experience was central to the thinking to be realised through a series of clever retail, tasting and interpretive spaces, remodelled grounds, entrance and a reorientation of the public façade and central spaces.
The development proposal for the winery originated in a simple request for interior graphics and some signage for the Knappstein Wines cellar door. On analysis a broader series of complex site issues were identified that centered on the quality of the visitor experience: congruence between the product, branding, architecture and heritage components. It was recognised that the response required was beyond the scope of a graphic project.
With the backing of the winery and parent company Lion Nathan, Working Images assembled a project team with representatives in interior architecture, architecture, landscape architecture and graphic design. From an initial working session on site with the winery team and progression through a series of smaller, intensive design sessions, a comprehensive staged proposal and detailed cost analysis was produced.
The whole of site design scheme was established within a 4 week window demonstrating the efficiencies and potential scope of an integrated, multidisciplinary project approach.
Project team: Working Images, Hassell, Scholz Vinall Design, Hemisphere Design.
Through an independent assessment by our team in design, business operations and marketing, the case for brand change becomes clearer and developing the business case becomes easier.
A successful brand will accurately represent your organisation in all relevant markets, project the desired positioning and support the strategic business objectives. Evolving or renewing a brand is one of the most critical decisions your organisation may face and one that has the potential for significant market ramifications – both positive and negative.
We will quantify the value of your existing brand, its viability and relevance in specific markets, benchmark against your competitors, assess its suitability to represent the organisation and determine its remaining lifespan. We consider all aspects of the brand from the visual identity through to the day-to-day brand collateral.
The brandopinion results in a comprehensive document that will provide your business with the support to make strategic decisions for brand development and determine a case for change.
“The brand opinion developed by Working Images provided great clarity for our company in the early planning for rebranding. It gave us a really clear indication of the value of our brand, where it was working and where it wasn’t and from there we could move forward”.
Through a strategic, facilitated working session we will identify and define the aspects of your business that make it unique. Your business fingerprint that lies at the heart of your business.
To create a unique brand, your business needs to be distinguished by more than what it does. It must be defined by its characteristics, values and attributes – the innate qualities at the core of the business created by the business leaders and staff that define its vision, direction and strategic objectives.
A successful brand is a synthesis of what your stakeholders want and who the business is. A stakeholder is anyone that has a relationship with your business – the board, executives, management group, an associated investor group, your shareholders, clients or a niche market. All of these people have influence and therefore need to be considered in the development of a new or revitalised brand.
brandprofiling results in the development of a comprehensive document that will ensure your brand reflects the strategic objectives and embodies the qualities that make it unique. The process will also hone your core messaging, benchmark the existing brand and facilitate greater clarity at an organisational level. All ensuring differentiation in your market.
“what surprised us was the tremendous amount of clarity the brand profiling process brought to the whole organisation. It was not just useful for developing a brief for the new branding, it really helped us define an overall market position and singular vision for the organisation.”