The Dean family own two very beautiful vineyards in the Adelaide Hills wine region and grow great grapes which makes fantastic wines, but suffered from a dated label.

Be Friendly worked with the Deans to rebrand their product and turn their two vineyards and 20 years of experience growing grapes into a contemporary wine brand. We worked closely with the family on every facet of the evolution: brand strategy, naming, brand identity, packaging, web design and marketing strategy.

After settling on the name Esto (latin ‘to be’) Be Friendly developed a bravely minimalist label and branding suite, reflecting the brand’s desire to question convention, avoid clichés and present the wine with the utmost honesty and transparency. The working credo remains “no wank”.

Why a tortoise? Well there is a story to that…