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.