Creative outlet Interweave relaunches as Weave
Melbourne-based creative company Interweave Group, has re-branded to Weave.
The agency works with Lion Beverages, Four Pillars Gin, and Brown Brothers Family Wine Group.
“We wanted a name that better reflects who we are, what we’re doing today, and where we’re headed,” said co-founder Marijana Simunovic.
Co-founders Marijana Simunovic and Dan Cookson
The change in the company name is part of an emphasis on the focus of the business — and marks a turning point for the agency that has seen steady growth and success in recent years as a result of this approach.
Weave recently become one of the design agencies of record for Lion Beverages which sees them working across the business’ portfolio of brands, a partnership that Simunovic believes is just the beginning for the agency.
Dan Cookson, co-founder and creative director, said 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 creative partner for 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.
“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,” added Cookson.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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