Brand Tone

Sophisticated Elegance with a Connection to Nature and Heritage

Brand Values

• •Quality & Excellence
• •Sustainability & Environmental Stewardship
• •Heritage & Legacy
• •Customer Experience & Hospitality
• •Connection to Place (Terroir & Community)
• •Innovation

Best Practices

• •Develop Comprehensive Brand Guidelines: Clearly document the brand's voice, tone (e.g., sophisticated, natural, heritage-focused, welcoming), key messaging pillars, and approved vocabulary. Ensure these guidelines are accessible to everyone creating content.
• •Emphasize Storytelling Rooted in Heritage and Place: Consistently weave in narratives about Mitchelton's history, the Goulburn River's influence, the unique terroir, and the people behind the wines. This reinforces authenticity and connection.
• •Use Evocative and Sensory Language: Describe wines, food, and the estate experience using rich, descriptive language that appeals to the senses (sight, sound, smell, taste, touch) while maintaining an elegant and refined style. Avoid overly casual or slang terms. Think "silky, textural mid-palate" or "lifted aromas of white peach."
• •Maintain Visual Consistency with Tone: Ensure all visual content (photography, videography, graphic design) aligns with the sophisticated, natural, and elegant tone. High-quality, aesthetically pleasing visuals of the vineyards, river, architecture, and products are crucial.
• •Train and Empower Your Team: Ensure that all staff, especially those interacting with customers online (social media, customer service) or creating content, understand and can embody the brand's tone. Regular training and feedback sessions can help maintain consistency across all touchpoints.

Social Perception

premium, aspirational, and multifaceted destination

Copy Examples

• •Headline: Mitchelton: Where Heritage Meets Horizon. Body: Discover wines born from a land rich in history and nurtured by the serene Goulburn River. Each bottle, a testament to 50 years of winemaking passion, invites you to experience the soul of Victorian terroir. Explore our estate, indulge your senses. (Focus: Heritage, Nature, Quality)
• •Headline: Elevate Your Escape. Body: Beyond the vine, find your sanctuary. Mitchelton Estate blends award-winning wines with luxurious accommodation, a rejuvenating day spa, and culinary artistry at The Muse. Immerse yourself in sophisticated serenity, framed by nature's timeless elegance. (Focus: Luxury, Experience, Serenity)
• •Headline: The Art of Wine. The Heart of the Goulburn. Body: From the meticulous care in our sustainable vineyards to the vibrant expressions in our Aboriginal Art Gallery, Mitchelton is a celebration of place and passion. Taste the distinct character of our estate-grown Shiraz and Riesling, and uncover the stories woven into our landscape. (Focus: Quality, Culture, Terroir)
• •Headline: Crafting Legacies, One Vintage at a Time. Body: Since 1969, Mitchelton has been dedicated to the art of fine winemaking. Our commitment to excellence and sustainability ensures that every glass reflects the unique beauty and richness of our Nagambie home. Join us for a tasting and become part of our continuing story. (Focus: Heritage, Excellence, Sustainability)
• •Headline: Your Unforgettable Moment Awaits. Body: Whether a romantic weekend, a milestone celebration, or a tranquil retreat, Mitchelton offers an unparalleled backdrop. Experience the fusion of breathtaking scenery, refined hospitality, and wines of distinction. Create memories that linger long after the last sip. (Focus: Experience, Hospitality, Elegance)