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.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.