Brands are made to Weave: Melbourne creative company Interweave relaunches as WEAVE

Melbourne-based creative company Interweave Group, with a client roster including Lion Beverages, Four Pillars Gin, and Brown Brothers Family Wine Group, has re-branded to WEAVE through the launch of its new website madebyweave.co.

This deliberate distillation of the company name signals a renewed emphasis on the focus of the business—the crucial role that embedded storytelling plays in their strategic and creative processes. In fact, the re-brand marks a turning point for the agency that has seen steady growth and success in recent years as a result of this approach.

Says Marijana Simunovic, co-founder, WEAVE: “We wanted a name that better reflects who we are, what we’re doing today, and where we’re headed.”

Dan Cookson, co-founder and creative director, says the rename and rebrand demonstrates the shifts happening both inside and outside their business: “The most successful and relevant brands today are the ones that are comfortable evolving, adapting, and responding to the changing world around them. WEAVE represents this sense of movement—the creativity, flexibility and agility required to be relevant and meaningful. In this sense, WEAVE represents both the way we work, but also the brands we love to partner and grow with—brands with depth, dimension, stories and a voice.”

Perhaps best known as the creative partner of Australia’s most successful gin brand, Four Pillars Gin, the agency has built an impressive portfolio of clients in the alcoholic beverages space, including Devils Corner, Angove Family Wines, Innocent Bystander, Pizzini Wines, Voyager Estate and Melbourne Martini.

Says Cookson: “While our expertise in branding spans numerous industries, we do have a particular passion for—and specialism within—the alcoholic beverage space. We’ve had the pleasure of working with some of Australia’s most established alcohol brands and have played a part in building some of the fastest growing beverage businesses of the last decade. In fact, we were even named ‘Advertising agency of the year’ by London based Gin Magazine.”

Most recently WEAVE has become one of the design agencies of record for Lion Beverages which sees it working across the business’ extensive portfolio of brands, a partnership that Simunovic believes is just the beginning for the agency.

“Working with the fantastic team at Lion and their portfolio of iconic brands has put our distinctive skills to great use. We’ve already had the opportunity to work with some of the Australia’s favourite beer brands, including Little Creatures, James Squire, Byron Bay Brewing, and Tooheys. There’s a lot of creative anticipation in the studio—and we’re hoping to build something great together with Lion… and hopefully acheive the same level of success that we’ve had with Four Pillars.”

It certainly seems like WEAVE’s rebrand indicates exciting times ahead… not only for their business, but also the brands they work with.