Situated on the banks of Lake Purrumbete in South-West Victoria, Castle Estate consists of 905 acres of some of the country’s most fertile agricultural land. Since 1851, seven generations of the Castle family have farmed the land and have long been fiercely passionate advocates of ethical, natural and sustainable farming.
I created a powerful new narrative that reflected their unshakeable belief in a better way (for animals, people, land, businesses and the planet alike), their unrelenting drive for quality and their story of being part of the fabric of the local community for generations.
As well as a new strategic framework and strapline, I developed a series of messaging ideas and language as part of a more contemporary look and feel that’s being rolled out across the business to great effect.