+1 brand architecture
requiring a distinct architecture while maintaining a shared DNA
+1 master brand name change
meeting both legal and strategic requirements
+1 modern channel
with two sub-brands following the rebrand
01 Context – who the client was and what they saw as the problem
A family-owned winery. Central Poland. Several years of building the brand from scratch – through intuition, aesthetics, and the founders’ tastes. A unique selling point existed. It was genuine. Yet it had never been formally defined. Without a doubt, this company needed an outside perspective.
The client knew something wasn’t right. He was looking for someone to bring order to the chaos. Next sent a brief asking for a brand communication strategy: how to reach target audiences, how to stand out, how to capture market trends. He waited for a proposal.
The client didn’t yet know that the answer to his question was: we won’t start with communication.
02 The Cost – How Much Did Inaction Cost
- The winery was operating. It was selling. But it was building its foundations on sand.
- Without a defined strategic foundation – every subsequent decision (a new label, a new channel, a new partner) required starting from scratch. Every graphic designer receives a different brief. Every media relationship builds a different story. When a new sales channel emerged, doubts arose about which direction to take, since there was no single, concrete path.
- Polish wine still has to fight against prejudice and skepticism: “Polish? Really?” A brand without solid foundations and a backbone has no arguments to address the doubts of potential partners and consumers alike.
03 Diagnosis – what was really the source
The problem was not a lack of structured communication. The unstructured communication honestly revealed a lack of strategic direction.
During the diagnosis phase, it turned out that the client faced three challenges that no brief had explicitly identified.
- First: brand architecture. Three sales channels – how to differentiate them without losing consistency?
- Second: the law. The new name must be both new and authentic – and, most importantly, resilient to changes in regulations.
- Third: market perceptions. Polish wine still has to overcome skepticism. A brand without an identity has no way of doing that.
„When we came to Louder Higher, we knew something was missing. We thought that streamlining our communication would be enough, but the real need lay much deeper – in the foundations.”
The “WOW” moment wasn’t in the report. It came when the founders themselves realized: we don’t have a single, specific strategic direction. We don’t have answers to the fundamental questions. We need to change everything from the ground up. They didn’t hear this from a consultant.
04 Decision – what the client decided after the diagnosis
- First decision: rebranding. Not a refresh, not a facelift. A fundamental change – a new name that meets both legal and strategic criteria.
- Second decision: building a brand architecture tailored to new sales channels.
- The master brand as the ultimate guarantor of quality. Premium wines in direct sales. Wines in the modern retail channel for a broader audience. Each tier speaks to a different person, at a different stage of the purchase journey, in a different language. All three are based on the same DNA: the terroir of the Warta Valley and the philosophy of invitation.
- What was abandoned: communication was not launched until the foundation was in place. No new materials, no new channels – until there was a single, coherent story on which to base them.
05 Effect – what changed
- The winery entered the modern retail channel with new branding and two sub-brands.
- First effect: consistency and confidence. When a brand has a defined identity, the owners know how to speak to the media. They know how to brief a graphic designer. They know how to present themselves to partners. The briefing no longer has to be created from scratch for every project.
- Second effect: the ease of saying no. When you know what the brand is and what it isn’t – it’s easier to say “that’s not for us.” It’s easier to reject a project that doesn’t fit the brand’s DNA. That’s not a cost. That’s a position.
- Third effect: a stronger negotiating position. A brand with a defined identity enters discussions with a partner differently than a brand that only talks about taste and price.
„It may seem obvious: place and family. But looking at it from the outside allowed us to frame it a bit differently than usual—we turned what seems simple and standard into something unique that sets us apart. Hospitality stems from who we are. Wine is an excuse to sit someone down at the table, pour a glass, and talk. It’s not about prestige. It’s not about ritual. It’s about the experience, the closeness, and the celebration of being together.”
All it takes is
One Step
If your company also knows what it needs – and has been working on it for months with no results – it might be worth checking whether it’s addressing the right problem.
The Founders’ Diagnosis is a 3-hour session with the founders of Louder Higher, after which you’ll receive a report within 72 hours. Cost: 4,500 PLN.
Testimonials
Grzegorz Górski
CEO Footballcode.eu
Excellent collaboration in the context of business strategy. Insightful analyses and well-thought-out solutions. Thanks to their life and business experience, as well as their collaborative approach, I can confidently say that working with Louder Higher was time well spent!
Anna Gamrot
Co-founder What The Nut
Working with Louder Higher takes your approach to business strategy to a whole new level. There are no “golden rules” from a position of superiority or ready-made recipes for success. Instead, there is a careful process in which, step by step, they discover what is best about the company – its resources, ideas, and potential. As a result, the strategy is not an artificially “pasted” plan, but a natural development of what already works and has the power to bring real business results.
Michał Dyba
MyWam Sp. z o.o.
Kuba’s advice is pure practical wisdom. His insights helped me achieve my goals faster than I expected, and I know that after his training, I’ll go even further than I planned. The process was intense, but very focused. It’s great that, as a client, I’ll be able to continue benefiting from his knowledge and the professionalism of his team. I recommend him to everyone (except the competition)!
Case Studies
They came for a communication strategy. The left with a decision to rebrand.
They came with seven different strategies. The left with a clear direction.
They came for a communication strategy. The left with something they really needed.
They knew how to sell in their own market. Poland? They started from zero.
They came for sales tools. The left with a sales process that was 60% shorter.
