Dunell's
Uncorking a New Chapter.
Brand Strategy • Brand Identity • Marketing Strategy • Web Design • Social Media Management • Consultancy
Strategy
Brand
Marketing
Client
Dunell's
Looking at the Bigger Picture.
Dunell’s approached us with a seemingly simple request: help with their social media and video content. But beneath the surface was a much bigger brand challenge. Their existing identity leaned into tradition and exclusivity, great for their loyal, long-standing customers, but not for the younger, more diverse audience they hoped to reach.
What started as a light-touch engagement quickly turned into a full-scale repositioning project. From the tone of voice and customer journey to the website, and marketing strategy, every element needed to evolve.
What started as a light-touch engagement quickly turned into a full-scale repositioning project. From the tone of voice and customer journey to the website, and marketing strategy, every element needed to evolve.
Elevating an Island Legacy.
Dunell’s had a strong legacy and deep expertise within their team, with a loyal customer base built over years of trusted service. But as consumer preferences continued to evolve, the brand needed to adapt to stay relevant. While the in-store experience was warm, knowledgeable, and approachable, the visual and verbal identity didn’t fully reflect that energy. To connect with a new generation of customers, the brand needed to feel more inclusive, contemporary, and in tune with today’s buying behaviours.
Internally, there were opportunities to improve how systems and processes connected. Without full visibility across platforms, marketing efforts tended to be more reactive than strategic. Campaigns were often driven by intuition rather than data, and while there was a strong sense of brand passion, it lacked structured messaging and a cohesive strategy. Aligning the internal setup with external ambitions was key to unlocking Dunell’s next phase of growth.
Internally, there were opportunities to improve how systems and processes connected. Without full visibility across platforms, marketing efforts tended to be more reactive than strategic. Campaigns were often driven by intuition rather than data, and while there was a strong sense of brand passion, it lacked structured messaging and a cohesive strategy. Aligning the internal setup with external ambitions was key to unlocking Dunell’s next phase of growth.
Strategy First, Brand Refresh Second.
We started with strategy. A series of in-depth workshops helped surface what Dunell’s really stood for and what needed to change. From there, we built a new brand positioning that retained their trusted, family-run roots while lowering the bar of entry for a broader audience.
New Look, New Vision.
We rolled out a full rebrand, including tone of voice, visuals, packaging, and signage across their stores. A redesigned website brought clarity to the user journey and improved the purchase experience. On the marketing side, we developed a comprehensive marketing strategy, channel-specific plans, introduced structured email flows, and implemented monthly performance reviews to turn instinct into insight.
Events also became a focus. We worked with the team to help productise and reframe how they talked about experiences—making them feel more accessible, more appealing, and better integrated into their wider strategy.
The Result: A Modern Visual Identity, Designed to Captivate and Engage.
With a clear strategy guiding activity across brand, marketing, and events, Dunell’s is now making more informed, purposeful decisions. Campaigns are aligned, performance is reviewed regularly, and the team has a shared framework for planning and execution.
Through collaborative founder led content we've also enabled the owners to build their own personal brands. Through fun and engaging content leaning into their expertise and knowledge around wine, blending in humour and relatability giving both the team and founders a new lease of life.
This clarity is driving results. Engagement on social media has significantly increased, email open rates and revenue are both on the rise, and direct traffic to the website has grown across the board. Events that previously struggled to gain traction now sell out consistently, and customers are engaging with a brand that feels more accessible, consistent, and aligned with their expectations. It's a shift that goes beyond aesthetics, it reflects a more strategic, connected approach across the business.
This clarity is driving results. Engagement on social media has significantly increased, email open rates and revenue are both on the rise, and direct traffic to the website has grown across the board. Events that previously struggled to gain traction now sell out consistently, and customers are engaging with a brand that feels more accessible, consistent, and aligned with their expectations. It's a shift that goes beyond aesthetics, it reflects a more strategic, connected approach across the business.
Let's shape what's next.
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