Case Study: Westholme
After consulting with Westholme for over three years, I went in-house as creative director to steer a rebranding effort and global launch campaign.
Outcomes:
New brand rolled out to customers, distributors, and consumers globally
32% increase in unaided brand search volume
400% increase in web trafficBrand Narrative
Repositioning Westholme meant taking the conversation out of the steakhouse and closer to food culture’s mainstream. Conversations with sustainability scientists, native grass experts, and agriculturilists steered me towards a positioning centered around the brand’s greatest asset—16 million acres of well-stewarded country in Australia’s rugged north. This thinking birthed a new global trademark, Nature-Led.
Brand Manifesto + Sizzle
Brand Identity
We started redesigning the brand by drawing inspiration from the land—color palettes, marks, and iconography all reference the company’s history in Australia and the native landscape. Packaging, photography, and the rest of the brand system looked to bridge a gap between northern Australia and restaurants around the world.
Brand Storytelling
A short film took people on the ground in Australia and deepened understanding of the brand’s new Nature-Led position. Meanwhile a re-developed website and newsletter program created space for continued storytelling on Westholme’s journey.
Brand Launch Campaign
We launched the brand with it’s first ever global ad campaign. Drawing inspiration from the world of wine, we zeroed in on the spirit of “terroir”—a term used to encapsulate the mythical sum of climate, soil, terrain, and tradition. Coined “Nature Leads, Flavour Follows,” the campaign seeks to drive home the connection between our land and how our animals live and the signature flavor only we can deliver.
