VISION:

The decision to rebrand Kato Wines stemmed from a disconnect between the meaning of its name, which means ‘harvest’ in Māori, the label design and the brand story. The existing branding did not effectively communicate the essence, values, or vision of the product, leading to missed opportunities for market positioning.

The mission at Kato Wines was to craft exceptional New Zealand wines that pay homage to the spirit of the harvest. They strive to capture the unique essence of the harvest season in every bottle, infusing the wines with the natural beauty, passion, and authenticity that comes from New Zealand. Through sustainable practices and a commitment to preserving the environment, they aim to create a legacy that celebrates the natural craft of winemaking and the unity it brings.

They are proud to bottle their wines at Wineworks NZ - who became NZ’s first certified Carbon Zero wine bottler in April 2021. In 2022 they reduced their carbon footprint by 36%, exceeding the target they had set.

They are committed to sustainable winemaking practices that protect and enhance the environment, and seek to be guardians of the land, leaving a positive impact for future generations.

The decision was made to embark on a rebranding journey to align Kato’s name with its authentic brand story. The rebranding strategy aimed to create a cohesive and compelling narrative that resonated with the target audience, building a stronger emotional connection and driving increased brand awareness and loyalty. Through this strategic decision, we sought to enhance the Kato Wines market presence, clarify its unique value proposition, and revitalise its identity in the competitive USA landscape.

PATH:

The new brand story and design are a true celebration of the harvest. The designs reflect the abundance, vitality and joy of the grape harvest. ‘Kato’ is a Māori word that means ‘harvest’. Kato wines are crafted from grapes that flourish under the warm Marlborough sun and cool ocean breezes. The grapes are picked at optimum ripeness, ensuring they capture the essence of each season’s harvest with wines that express the true spirit of New Zealand's terroir. The new designs and wines embody the essence of abundance, vitality, and joy, a true celebration of the harvest. They are a tribute to the land, the vineyards, and the people who craft the delicious wines.

The new brand identity has been very well received in the USA, the individual design elements on the label work well to being animated helping to extend the reach and brand engagement opportunities for the client. Discover more on the new website katowines.com