In a classification of its own
Langtons is the finger on the pulse of Australian (and global) fine wine, largely throughout its revered Langtons Classification wine ranking. While Langtons’ offering was still above reproach, it was seen as somewhat of a boomer brand that didn’t appeal to a new generation of fine wine enthusiasts. A slew of challengers had also arrived peddling less expensive quaffers with a pairing of modern branding and digital convenience that resonated to a younger audience.
We knew the brand’s history, legacy and reputation belonged alongside other premium Australian icons like Qantas and RM Williams. So we developed a new brand position around approachable authority that spoke to both its history and high-end offering, as well as the expertise available to anyone aspiring to enjoy the world’s best wines.
Beginning with a strategic repositioning of the brand that leveraged its premium offering and rich history, we set about modernising the look and feel of the brand. From simple recommendations to dropping the apostrophe and elevating its delivery packaging, to a complete overhaul of its brand foundations and identity (including tweaking the name), we made Langtons look just as alluring as its product. As a digital-first brand with some in-store and event touchpoints, we ensured that the new branding exuded both luxury and expertise wherever it was seen.