Client • 57 Rows 

Service • Brand Strategy, Identity, Label Design, Website, Distribution, Social Media, Email Marketing, Expo Creative 

Date • Ongoing

Project Overview

57 Rows is a family vineyard nestled in Blewitt Springs, McLaren Vale, crafted by the unity and vision of three family partners. Their 75-year-old vines, deeply rooted in sandy loam soil, produce low-yielding grapes that concentrate flavour into single-vineyard wines of real depth and character.  t

The wine was exceptional. The brand was non-existent.

When we came on board, 57 Rows had no visual identity, no consistent voice, no way to tell their story, and no platform to reach buyers or distributors. A small family operation producing genuinely premium wine with nothing to show a retailer, a sommelier, or a wine lover at a tasting expo.

That's a significant gap. And a significant opportunity.

The Problem

Great wine without a brand is a well-kept secret. In a crowded, aesthetically driven category like wine, the bottle on the shelf has to earn attention before anyone even opens it. And beyond the shelf, distribution conversations, trade events, and digital presence all require a brand with enough polish and story to be taken seriously.

57 Rows had the substance. They needed everything else built around it.

Objectives

• Build a brand identity that reflected the quality, family story, and distinct terroir of the vineyard
• Create label design that could hold its own on a retailer's shelf and at a trade expo
• Develop a website that told the story and drove both direct sales and wholesale enquiries
• Build distribution decks that opened doors with retailers and hospitality buyers
• Establish a social media presence and email marketing program to grow a direct community
• Attend expos with creative that commanded attention and converted interest

Scope of Work

1. Brand Strategy — Defined the positioning, personality, and narrative for 57 Rows. Rooted in family, place, and a minimal intervention philosophy that lets the land speak.  
2. Brand Identity — Created the visual identity from the ground up. A look that felt premium, personal, and distinctly McLaren Vale.
3. Label Design — Designed labels across the range including Shiraz, Grenache, Chardonnay, and Rosé. Each label had to carry the story and look the part at every price point and in every setting.
4. Website — Built the website to serve two audiences: direct-to-consumer wine buyers and trade partners. Clean, story-led, and set up to sell.
5. Distribution Decks — Developed presentation materials for retailer and hospitality conversations. Gave the team something compelling to leave behind after every meeting.
6. Social Media — Built the social presence from scratch. Content that reflected the vineyard, the seasons, the winemaking process, and the people behind it.
7. Email Marketing — Created and managed an email program to nurture the wine club, announce new releases, and drive repeat purchases.
8. Expo Creative — Designed event and expo materials that made 57 Rows stand out in a crowded room of established producers.

The Outcome

57 Rows now has a brand that matches the quality of what's in the bottle. The story is clear. The identity is distinctive. The tools are in place to grow direct sales, build distribution relationships, and show up at every touchpoint with confidence.

We are proud to be part of bringing this family's vision to life.

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