Lloyd Brothers – Rebranding a pioneer


Lloyd Brothers is a family owned winery and olive grove located in the heart of McLaren Vale. Olives are at the heart of the estate, business and brand story. Verdale olive trees were originally planted on the property by an English pioneer in the late 1800’s. Cuttings sourced from this historic grove helped establish the South Australia olive industry.

Cornershop took inspiration from this unique brand value when repositioning the Lloyd Brothers brand. Olive green features on the packaging design for the estate range of wines (pictured) and is their core brand colour. Another feature of the brand identity is a logo that reflects the brothers and their partnership. The Lloyd brothers, David and Matthew; are third generation South Australian vignerons. At the heart of this logo is a plus (+) symbol. This reflects the additional offerings of the business today. Lloyd Brothers not only produce premium wines, olives and olive oil; their McLaren Vale estate plays host to impressive festivals, weddings and events.

“Embarking on a brand repositioning is a daunting task, which was thankfully made easy with the close collaboration with Cornershop. Starting with an in-depth study of the business, we are thrilled with the results which has clearly defined our brand values and created distinction for our McLaren Vale estate range of wines/produce and lighter, brighter Adelaide Hills estate wines. So far the new branding has helped increase distribution to a new export market, given us the confidence to create some unique wines and expand our vineyard plantings.” Sam Temme, General Manager, Lloyd Brothers.