Northern Michigan-based Leelanau Cellars initially came to Phire Group in need of greater design consistency for their wine labels, and they also hoped to better capture the “Up North” feel of their brand. Although the project began with aesthetic consultation, the winery soon partnered with Phire Group to evaluate their brand presence to better engage younger consumers.
Once the wine labels hit the shelves, Leelanau Cellars was ready to share a new brand position and a refreshed look and feel on their social media channels and trademarked items sold in their tasting room. Phire Group laid the foundation for Leelanau Cellars to create a meaningful identity shift to broaden their reach among consumers and connect with younger audiences. What started as a project to help unify packaging turned into a revolution for their brand and elevated Michigan’s largest and most respected winery to the next level.