Born & Raised wines is a new brand that launched in November 2013. Based on alternative styles of wine grown in and around Heathcote, the digital strategy required a clean but textured look that relates the visitor to a rustic yet modern place. As the wines are considered alternative, at least to traditional Australian varieties we developed the subtle tagline, ‘wines from the other side’, a slightly twisted alternative reality that conveys in the branding and the digital assets.
The social media strategy was centred on Facebook, to gain maximum credibility as a new brand. This engaged with the target demographic and allowed the audience to grow to just under a 1000 followers within 2 months. This engagement followed through to events where Facebook followers engaged directly with the brand cementing the relationship and often a sale.