Case Study One: Seven Stones Estate Winery
From Destination to a Premium Product Experience
Seven Stones was known as a destination, but its wines weren’t leading the story outside of the winery. A product-led perception shift helped align the brand with its true calibre, premium positioning, and future growth.
The Challenge
Seven Stones was being marketed primarily through the lens of the destination experience, which made it feel aspirational but not distinctly valuable as a product. The story emphasized place over proposition, leaving the offering without a strong sense of exclusivity, craftsmanship, or perceived worth. The challenge was to reframe Seven Stones from something people simply visited into something they desired.
The Approach
- Reframed the brand hierarchy
so the wines became the primary signal of value, with the caves, cellar, and setting supporting the story. - Built a cohesive visual system
using refined colour, typography, imagery, and messaging to signal heritage, restraint, and premium quality. - Aligned key touchpoints
across photography, website, advertising, collateral, and marketing so the brand felt consistent and commercially ready.
The Results
With the wines placed back at the centre, Seven Stones became easier to understand as a premium winery, not just a beautiful place to visit.
The shift supported stronger wholesale positioning, expanded restaurant and retail placement, increased direct-to-consumer awareness, wine club growth, and greater confidence around the brand’s value. Within the first year of expanding into wholesale distribution, wine sales doubled.
Testimonial
“The visuals perfectly encapsulated what we wanted to express—an elevated, refined wine experience. We were so impressed, we used When Pixels Fly in other campaigns and continue to do so.”
Winona White, Seven Stones Estate Winery
Tell me what you’re working on, what you’re hoping to improve, and where your brand needs to be seen with more clarity, confidence, and premium appeal.
Case Study two: King of Hearts Portoe Label
From Memorial Label to Premium Brand Presencea
A focused label design project for Krause Berry Farms, created to give the product a polished, market-ready presence while preserving the warmth, familiarity, and charm of an established local brand.
The Challenge
Krause Berry Farms needed a wine label for a deeply meaningful memorial project. It had to honour a personal story with care while still feeling polished, elegant, and worthy of a premium product.
The balance was delicate: too sentimental, and the design could become visually heavy; too restrained, and it could lose the heart of the story.
The challenge was to weave meaningful details into a label that felt sophisticated, emotionally resonant, and clearly aligned with the Krause Berry Farms brand
The Approach
-
Listened closely
to understand the meaning behind each requested detail -
Wove sentimental elements together
with restraint, hierarchy, and visual clarity -
Created a refined label
that felt personal, polished, and aligned with the Krause Berry Farms brand
The Result
The final label honoured the emotional significance of the project while giving the wine a sophisticated and commercially polished presentation.
It became more than packaging. It became a meaningful brand piece shaped with memory, care, and elegance.
Testimonial
“My first project with Rona was for a wine label. It was a very sensitive and meaningful project that required much detail. Rona took the time to listen and asked all the right questions in order to translate the picture in my head into her design. Her talents and professionalism wove the many details beautifully together in a timely manner. It’s highly unusual to find someone who cares to the depth that Rona does about your project.”
Sandee Krause, Krause Berry Farms & Estate Winery
Share a few details about your brand and what you’re hoping to create. I’ll review your answers and follow up with the best next step.