Case study
Cloudy Bay, LVMH
How do you bottle the natural wonder of New Zealand for a younger, more global audience?
The problem
A new brand purpose, inspiring natural wonder, sat on a portfolio that didn’t yet live up to it. A mismatched portfolio with codes that had lost their modernity and ownability.
The insight
The Richmond Ranges have sat behind the vineyard since the first vintage in 1985. Cloudy Bay’s most ownable piece of natural wonder was already on the horizon.
The idea
Make natural wonder something you can touch. The mountains became Cloudy Bay’s distinctive asset, embossed into the glass, die-cut into the label and carried from shelf to table.
Impact
One unified system across 7 SKUs in 30+ markets. The work built enough trust to extend into the launch campaign and retail leading to Aruliden’s appointment as Cloudy Bay’s Global Creative Agency.
My role
Senior Brand Designer running the project day to day across all SKUs and brand touchpoints, presenting to Moët Hennessy throughout and eventually travelling to New Zealand for launch.
