Cali Martin’s Artful Wine Concept Gives Van Westen Estate Vineyards Highbrow Edge

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Rebrand Project – Van Westen Estate Vineyards, rooted in over 50 years of family tradition on the Naramata Bench, has evolved from being the largest cherry producers in the area into crafting exceptional wines in British Columbia, Canada. The quality speaks for itself, earning themselves numerous awards and selling out effortlessly.

The creative challenge was to assess their current context and identity issues surrounding their brand, positioning, assets, and competitive landscape. I was then tasked to present a new identity that better serves the client, along with a graphics standards manual and supporting brand assets.

Recognizing the charm inherent in their upfront and casual nature, the brand strategy needed a shift – maintaining their rugged authenticity but with an elevated touch. Crafting premium wines without the need for boastful claims, Van Westen has repositioned themselves from a once $35 bottle to a $55 bottle, embodying a confident, premium identity.