Sons & Daughters

Strategic workshop brings clarity to brand vision and cellar door

How a focused workshop helped a small-batch wine and spirits maker get clear on who they're for, what they stand for, and how to translate their brand identity from online to cellar door.

CLIENT

YEAR

2025

SCOPE

Strategy

ROLE

Strategy

The Opportunity

Sons & Daughters is a small-batch premium wine and spirits maker in the Margaret River region. In spring 2025, the founders were preparing to open their new cellar door on the main street of one of Western Australia’s most visited tourist towns, timed for the high season summer period.

With a premium product, a respected local name, and a prime location, they had an immediate opportunity to capture the interest of weekend wanderers discovering them for the first time. With limited prior brand awareness and online exposure, they needed to clearly define who they serve and why, and draw a direct line between that clarity and the business vision.

Strategic Positioning

Sons & Daughters initially came to HiContrast with immediate executional needs, signage, label refinements, and website updates ahead of opening. But after an initial discovery call, it became clear that what would serve them most wasn’t only production, It was brand clarity and strategic direction first.

In a focused one-to-one strategy workshop, we dug deep into why they started the business, personal lifestyle goals, the vision, the difference they hoped to make in the lives of the customers they serve, and how to capture quality over quantity in a market driven by volume and metrics.

We mapped the competitive landscape, explored aspirational benchmarks, and defined a clear ideal customer profile. Importantly, this wasn’t a rebrand, it was an opportunity to recalibrate, and return to the original vision established at the company’s inception, articulated clearly, applied consistently, and ready to guide every decision as the business headed into its biggest season.

From the cellar door experience to the online presence, the Sons & Daughters Founders left the workshop knowing exactly who they were for and how they wanted those people to feel from the moment they walked through the door.

The Outcome

The workshop delivered immediate clarity and a strategic brand identity document to guide the team forward. Additional deliverables covered a website audit with recommendations, design refinements to existing wine labels, a photography brief to capture the ambience and experience of the cellar door, as well as ideation concepts for future content and activations.

The founders swung open the doors with a renewed brand confidence proudly offering intimate tastings with master winemaker and distiller, exclusive cellar door limited edition products and boldly claiming an unconventional positioning “The smallest handcrafted winery and distillery in the region”.

“The strategy workshop helped align us on the same page. We know where we’re going and we’re sticking to that – when people give us advice on this and that, we just go back to what we know is true and don’t get pulled in other directions”

Quentin Gobgrets

Sons and Daughters Founder

Creative Expertise

STRATEGY

DESIGN

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