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Langtons Rebrand
PROJECT TYPE
Brand Refresh, Template Generation, Brand Guidelines, Playbook
ROLE
Creative Director, Design Lead
BRAND
Langtons
BACKGROUND
Established in 1988, Langtons is a fine wine retailer, working across, auctions, retail, luxury events and editorial. Their aspiration is to be recognised as one of Australia’s leading luxury lifestyle brands, repositioning the brand, bringing modernity to a heritage brand that’s historically been recognised as old fashioned, failing to push the dial and sales driven. Their aim is to disrupt the luxury wine market and set a new benchmark in service.
IDEA
As the internal creative team we worked collaboratively with branding agency Paper Moose to modernise the look and feel of the brand, extending their brand toolkit to a comprehensive brand playbook (covering content pillars, tone of voice, strategic positioning, audience segmentation and creative application). We developed a suite of fit for platform templates that supported the reactive nature of the brand, could be applied to above and below the line campaigns, while continuously pushing it into an elevated, luxury territory.
IMPACT
The Langtons rebrand has received wide industry recognition and was the only Endeavour Brand to achieve a positive uplift in customer sentiment this quarter. It is transitioning from a premium broad to luxury broad positioning, sitting alongside the likes of Penfolds and Berry Brothers and Rudd.
