Our freshly squeezed ideas

Möet Hennessy

Brand Refresh

Cape Mentelle is a founding winery of Margaret River, established in 1970. One of the most remote wine regions in the world located in the south west corner of Australia, its natural beauty with spectacular coastlines captivates visitors worldwide. Lemonade were given the task to inject a fresh breath of life into the brand ensuring it retained it's equity, allowing it to retain existing consumers while also engaging new ones.

A brand extension program was developed to reinforce Cape Mentelle's positioning in the highly competitive market. We created a brand matrix that formed the basis for all touch-points and allowed the brand to be turned up or down to the tastes of each demographic. This strategy ensured that the brand continued to build on the winery's tradition of the pioneering spirit and an uncompromising commitment to excellence.

Once the foundations were in place we then set out to create a unique positioning statement that encapsulated the essence of the brand. This came in the form of 'The journey begins here' which will be used to drive the refreshed brand and vision. Following on from this we also created revised logo/tagline lock-ups, a brand colour palette, marketing collateral items, wine gift boxes, banners, email templates and a comprehensive brand manual to ensure that the brand is reinforced well into the future.

To add a unique visual element to the brand we created a suite of impressionistic water-colour illustrations that reflected the rich coastal heritage of Cape Mentelle in way that is fresh and contemporary. This is supported by contrasting duotone photography and together they form the basis for the supporting visual language.

The end result is a brand identity system that infuses Cape Mentelle's rich heritage with a new image that is fresh, contemporary, credible, intriguing and relevant to both existing and potential customers it wishes to attract. It also supports the quality and craftsmanship that goes into producing their exemplary range of wines from a unique wine region like no other.

Cape Mentelle – The journey begins here.