Peller Family Vineyards

Crafting a rebrand for Canadian vintner Peller Estates

CHALLENGE: Peller Estates is Canada’s largest producer of wine. Despite being a leader in their market by sales, their aging brand was failing to connect with younger customers, in a highly competitive market environment flooded with competition from both domestic and imported brands.

ART DIRECTION BRANDING PACKAGING

SOLUTION: Rebrand Peller Estates as Peller Family Vineyards and develop a packaging system for their 72 core offerings to appeal to a younger demographic and capture more of the market, without alienating existing customers.

The brand refresh retained the overall balance and layout that make Peller products recognizable at a glance while replacing dated, static elements with carefully updated, modernized elements. The project scope included a refresh to their core branding including an updated wordmark, and the art direction of a series of custom photography to bring a much-needed human element to anchor each package.

The rebrand had been attempted by two large agencies but failed to strike the right balance between old and new. The design program I implemented was compelling during focus testing and has now proven itself on the shelf, increasing sales by $42 million post-rebrand ■