BRIEF

Create an evocative rebrand of the well-established, local favourite Toms Cap winery, restaurant and function centre that respects its loyal patronage while repositioning the venue as an elevated destination experience.

APPROACH

A rebrand of a local favourite demands a skilled and sensitive balance of familiarity and novelty. To honour the Estate’s sense of community and generosity, we crafted a brand identity that integrated Gippsland’s indigenous flora and agricultural vernacular.

Both our symbol and colour palette are inspired by the endemic pink-bell flower, Tetratheca ciliata — while our art direction celebrates the warm evening glow of Gippsland summers. The logotype, typography and materiality recall the patina of forgotten farmyard machinery, slowly returning to nature in remote back paddocks.
Together, these elements preserve the Estate’s history and heritage, while laying the foundation for the future.

“The positive brand perception has been immediate with our launch, and customer feedback is phenomenal. Within our own team, it has generated excitement and a sense of pride. Overall we are beyond happy with the work produced and hope to continue the collaboration as we grow.”

Ivy Huang
Owner

OUTCOME

We delivered a robust identity design system, with brand guidelines and design applications for signage, wayfinding, the website, wine labels, social media templates, restaurant/café menus, accommodation guest compendium and merchandise.

Carrajung considers the rebrand highly successful, with strong repeat patronage, a growing audience of urban visitors looking for a sophisticated, comfortable and beautiful escape — and the attracting of staff who are proud to represent a locally-minded, innovative business.