Clovely Estate

WINERY IN THE SOUTH BURNETT

A distinctive regional brand grounded in place, creativity and connection

The challenge

Clovely Estate, a family-owned winery in Queensland’s South Burnett region, approached LloydGrey with a vision to elevate their identity and deepen their connection to place. While already respected for their wines, they wanted to carve a more distinctive niche that celebrated regional provenance and supported future growth – including export opportunities.

A long-term creative partnership

Over many years, LloydGrey has mentored the Clovely Estate team through a comprehensive rebrand, helping them refine their positioning and communicate a clearer sense of their values and vision. Our collaboration has extended across brand strategy, packaging, website design and promotional campaigns.

A visual identity rooted in landscape

To bring the brand to life on product labels, we invited local artist and printmaker Claudia Husband to create a series of artworks depicting the South Burnett region. Her evocative prints provided the foundation for a unique visual language across wine and food labels, with carefully curated colour palettes to distinguish each range. This not only gave the brand strong shelf presence, but also a genuine connection to its regional identity and creative community.

Supporting local through storytelling

Clovely Estate’s ethos of supporting local makers, artists and producers has been woven into every brand expression. The labels, website and events all celebrate the South Burnett region and the people who contribute to its food and wine culture. Aligning with an artist whose values matched the brand’s was a natural and authentic extension of that ethos.

The City Cellar Door experience

In Brisbane’s Red Hill, the Clovely Estate City Cellar Door brought the country to the city with ‘Source of Inspiration’ degustation dinners that showcased regional producers and offered guests an immersive experience. LloydGrey helped theme and promote these events, highlighting featured producers across social media, content and event collateral.

Although the City Cellar Door has now closed, Clovely Estate continues to host exceptional events at their South Burnett vineyard Cellar Door and at the historic Barambah Station – offering guests a chance to connect with the land, the produce, and the stories behind each vintage.

Adapting during Covid-19

When events were abruptly halted by Covid-19, Clovely Estate pivoted quickly. LloydGrey developed a complementary brand, Forage Pantry Provisions, for a new provisions store at the Cellar Door. This initiative allowed Clovely to continue supporting local producers and offer premium pantry items based on their event catering ingredients. It was a nimble, brand-aligned response to an unprecedented challenge.

The results

Clovely Estate’s refined brand is now a confident expression of their values, landscape and quality. With packaging that celebrates place and provenance, and a digital presence that supports e-commerce and storytelling, the brand has helped Clovely win new audiences both in Australia and internationally. Their South Burnett roots are now a powerful point of difference in a competitive market.

“As a family business, we really appreciate LloydGrey’s real understanding in helping our brand capture its essence – and portraying that with great style and sensitivity in everything from our wine bottles and website to signage and photography. It has opened new doors for us.”

Founder — Clovely Estate