The Vine
Brief
Not to brag or anything, but we had a super fun summer last year helping to launch Portscatho’s newest and coolest pop-up foodie destination. The team at Knightor Winery approached us at the beginning of 2022 with an incredible blank canvas venue – a giant barn that was sitting empty amongst its private vineyards on the Roseland Peninsula.
Their vision was to turn this space into a place where people could get together and enjoy the good stuff in life; soulful moments shared over seriously tasty food and drink in a beautiful setting.
After initial discovery sessions, our mission became clear. The brand needed to be something unique, eye-catching, effortlessly cool and a little rustic to reflect their incredible vineyard location, laidback atmosphere and vision of spacious, foodie fun. And with the tourist season looming, we had approximately 12 weeks to bring that vision to life…
The Plot
Collaborating closely with their team, we quickly formed a strong relationship allowing for free-flowing, valuable conversations and a deeper understanding of the brief. First things first, the venue needed a name. After chucking some ideas around, ‘The Vine’ was thrown into the mix due to its link to Knightor Winery and the idea of being part of something bigger than just yourself. Next, we started defining the brand identity through fun and playful design that was inspired by the mix ’n’ match of furniture and crockery of the interior and relaxed dining atmosphere – logos, physical signage around the venue and a new menu were all finalised and put in place.
Even though the venue wasn’t open yet, we then built outwards to start communicating the experience; writing positioning statements and website copy to explain the vibe, and building and creating The Vine’s social media presence with both organic and paid content. We captured both film and photography that reflected the more relaxed approach to dining, using direct flash and polaroid style set ups, as well as showing off the personality of The Vine’s team by making sure their ultra cool tattoos were in some of the food shots.
We also worked on an official VIP launch event, inviting partners, the media and influencers to start spreading the word through PR and comms coverage. Before we knew it, time was up and we had lift off; The Vine was officially open and ready for business.
What happened next?
The Vine became Portscatho’s worst kept hidden gem. Table bookings rolled in, news of the new foodie spot was picked up by the local press, and The Vine’s Instagram channel was flooded with check ins and tagged photos of happy, smiling customers (and drool worthy food pics, of course).
Successfully creating a new, compelling brand for The Vine that achieves a real point of difference on the Roseland is a real proud moment for us, but don’t just take our word for it – here’s what The Vine had to say: “It has been a wonderful first season for The Vine – the support we have received has been overwhelming and certainly fills us with great hope for what is to come in the future! It has been a pleasure to work with all the Idenna team and we were especially impressed – actually blown away! – by the big sign graphic. [Everything] really hit the brief, 10/10.”
