How do you tackle a rebrand when the current imagery is steeped in history and tradition? You look to the past to provide inspiration for the future. This is exactly what the John Jewell Design team did to deliver a refresh and relaunch of the Buller Wines winery and business…

What is Branding?

Branding is the art of imbuing a product with its own unique and authentic personality, making it attractive and memorable to new and loyal customers.

Who are Buller Wines?

The Buller Wines story was born in the early 1920’s when Reginald Buller purchase a vineyard in Rutherglen and named it Calliope after the famed ship that survived against all odds in the 1880’s. The vineyards, the family and the wine brand continued to evolve through the years and in 2013 the Judd family took the helm and have continued its growth and success.

The Challenge

The Calliope ship is an integral part of the Buller Wines story and imagery however the existing illustration was in need of a modern refresh. Given Calliope was a real vessel the first challenge was to ensure that any new imagery stayed true to the appearance of the original ship. The second challenge was in delivering new imagery that could convey the history of the brand but in a contemporary style that would work successfully across both small and large format requirements.

The Solution

In tackling the rebrand, the John Jewell Design team knew where they had to start. They took the time to look back through the history books and unearthed a bold image of the Calliope, showing it at full mast with a strong, commanding presence.

The image was then skilfully illustrated to best represent the authenticity and integrity of the long established Buller brand and it was then integrated into the brand’s logo and rolled out across labels, printed and electronic collateral and advertising.

In Closing

Rebranding isn’t always about coming up with something new; sometimes it’s about going back to the beginning to draw inspiration for the future. This was definitely the case for the Buller Wine rebrand. To find out how John Jewell Design can help you breathe new life into your brand, contact us.