Melbourne based creative company Weave has been chosen to lead the creative efforts for Innocent Bystander wines.
Weave has enjoyed a strong relationship with the Brown Family Wine Group (BFWG) since 2016, when they helped to craft the Innocent Bystander brand for their Healesville cellar door launch.
During that time Weave’s role has expanded, including an appointment as lead creative agency for Devil’s Corner among other projects.
Ben Dixon, Brown Family Wine Group marketing manager, said family is at the heart of everything the brand does, and Weave has a similar culture within its business.
"That, coupled with a proven track record in growing a portfolio of brands, made an ideal foundation for a long-term partnership," Dixon said.
The focal point of the new collaboration is the upcoming launch of a masterbrand campaign later this year that will amplify Innocent Bystander’s refreshed brand positioning and increase visibility.
Dan Cookson, executive creative director at Weave, said Innocent Bystander has always been the agency's favourite.
"To get the opportunity to revisit what has made the brand so unique, whilst injecting some fresh, culturally relevant thinking, is so exciting," Cookson said.
Marijana Simunovic, Weave managing director, said Brown Family Wine Group are true pioneers in the Australian wine scene.
"We're incredibly proud of the work we've done… and will continue to do," Simunovic said.
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