CHALLENGE

Moana Park Estate aspired to be recognised globally as a producer of ultra-premium Hawke’s Bay wines, yet the existing packaging failed to communicate that ambition. The range lacked clarity, hierarchy and a unifying story that could connect consumers to its provenance. Without a coherent visual and narrative framework, the brand struggled to express its place, philosophy and potential.

APPROACH

We anchored the brand in the deeper meaning of ‘Moana’ and the enduring relationship between land and sea — a relationship that shapes both New Zealand’s identity and Hawke’s Bay terroir. From this foundation we created a three-tier system with distinct visual narratives, each elevating the story in its own way while contributing to an overarching brand world.

Moana Classic Range Inspired by the raw power and beauty of Aotearoa’s natural world, this tier conveys the balance between land and sea where we grow and gather. The imagery is expressive and atmospheric, giving the everyday range a sense of authenticity and natural abundance. Reserve Range A topographical perspective looking back to the land from the water brings a more refined, elevated tone. This view grounds the tier in Hawke’s Bay, creating a sense of place and prestige while signalling increased complexity within the portfolio. Single Vineyard Range Centred on Hinemoana — mother of the oceans and guardian of all who cross them — this tier carries the brand’s most crafted and poetic expression. The design language is more intricate and intentional, signalling Moana’s finest wines and reinforcing the deep connection between mythology, provenance and craft.

Together, these tier stories and visual languages create a unified system with clarity, depth and unmistakable premium presence.

RESULT

The refreshed Moana Park Estate portfolio now delivers a compelling and cohesive narrative across the entire range. The strengthened storytelling elevates perception, clarifies tier distinctions and enriches the connection to place. The brand enters the market with renewed confidence and a more distinctive, globally aware presence.

KEY TAKEAWAY

A clear narrative framework can transform a fragmented range into a coherent brand world. Moana Park Estate shows how anchoring design in meaning, provenance and cultural depth enhances premium perception and builds a more memorable, future-ready wine brand.

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