Client: Churchview Estate
Situation: Churchview is a renowned vineyard in Western Australia’s Margaret River wine region. As part of a strategic plan for the business, the Churchview team needed to reposition their brand, with the aim of raising awareness of their expertise and expanding their client base.
Deliverables: While Tandem Studio in Perth worked on the visual branding, we took a brief from the client to get a clear view of what they wanted to achieve by repositioning. We then developed a range of tagline options, designed to work with the Churchview parent brand (in various scenarios), as well as their portfolio of wine brands.
We opted for a classic three-word structure for Churchview's tagline.
Result: After narrowing down the options from the first round of taglines, our copywriters refined a shortlist until we hit on the ideal tagline:
Cultivated. Crafted. Cherished.
Using some alliteration on the ‘c’ in ‘Churchview, the tagline lays the foundation for a new chapter in the client’s brand story, describing the chronology of cultivation (by Churchview’s growers), the craft of their winemakers and, ultimately, the enjoyment of drinkers.