United Cellars is a premium wine marketplace that works directly with leading wineries across Australia and overseas to source exclusive wines for its clients.

As a successful, entrepreneur-led business that had grown rapidly but organically, the United Cellars brand DNA was largely a reflection of its founder's values, which meant it was undocumented, and not well served by its visual identity.

We needed to understand what motivated its founder to shape a compelling organising brand narrative that would excite, intrigue and compliment current and future United Cellars customers.