The other side

Leftfield is a creative and quirky wine brand that steps away from traditional wine brands and removes the pretentiousness that dominates the wine category. Leftfield’s target market is based on psychographics rather than demographics. They want to reach consumers with a particular mindset and individualistic approach to life. Consumers who stand against the status quo and want to be seen as unique, creative and authentic.

Our brief was to deliver new brand story copy for Leftfield that clearly captures the Leftfield philosophy, and brings the brand essence to life.

Here’s the new brand copy we wrote:

There’s the conventional side. Those who live there follow conventions, play it safe, try not to stand out and let their creative spark lay dormant.  Then there’s the other side. Where the creatures of curiosity run, free of all restraint. Unpredictable and off-beat, they’re the rebels, the artists, the innovators. They question authority, thrive on uncertainty, always seeking a better adventure. They decry sameness and are relentless in their pursuit of individuality.

Leftfield is where you’ll find them, these wonderfully free-spirited creatures of curiosity. A place where they can let their imagination run free, unconfined by the constraints of convention. Loathing pretension and “expert” opinion, they want their wine to disarm them, to come out of left field, to be whatever they want it to be.

Welcome to Leftfield. The other side.

We also developed new copy for Leftfield’s quirky “Steam Punk” characters.

These characters are used to represent each wine within the range. The brief here was to find an interesting way of talking about the unique qualities of each wine while personifying the characters and using them to bring the brand story to life.

Flamingo Recluse – Pinot Noir
The Flamingo Recluse has a gorgeous expression of colour but won’t say much until you get to know her. The introvert with a colourful appearance who doesn’t want to talk about it, once she opens up, you’ll be in awe of her artistry.

Squidcrab – Pinot Gris
The racy little Squidcrab cries at the drop of a hat. Her sweet and gentle side combined with warm comforting spice draws you in and before you know it, you’re ‘fessing up to all your sins.

Lizard Fish – Chardonnay
The Lizard Fish is all about balance, reading the mood and knowing when to say when. Bright and intuitive, they know what you’re thinking before you do while their easygoing nature means they’re liked by all.

TESTIMONIAL: Gabrielle Manu, Global Villa Maria
“Leftfield holds a unique position in our portfolio and required an equally unique approach. What made this project a special one for us is Steve’s refreshingly different approach to brand storytelling. Anyone can ‘talk the talk’ but Steve and his team were able to deliver a strategic direction and brand story that didn’t just talk at people – it invited them into the story.”