Tiraki Wines wanted to expand from its roots in the wild beauty of Marlborough, New Zealand, into the US market. We revitalised Tiraki’s storytelling, retaining homegrown authenticity while charting a bold new course for US consumers.
Despite their Marlborough pedigree, Tiraki faced the classic challenger brief: how do you hero a homegrown, values-driven wine brand in a market flooded with imports? Anchoring Tiraki’s US positioning on provenance (Marlborough magic), genuine Māori values, and a six-generation connection to the land, we gave the brand a new narrative and punchier visual identity to sing its virtues stateside. We championed their B Corp status, local sourcing, and energetic young team, positioning Tiraki as the taste of adventure: youthful, progressive, and proudly non-corporate.
