Grandvewe, Hartshorn Distillery & Ewecare
One family, one flock, three brands: built to stand alone and lift each other up.
Client
A Tasmanian family business based at Birchs Bay, south of Hobart, built around an ethical and sustainable sheep dairy.
Engagement
Multi-brand strategy, identity development, website builds, Klaviyo email marketing and social media foundations.
Headline outcome
Three distinct brands with their own personalities, connected by one circular, no-waste story.
Grandvewe · family, flock and provenance
"Danielle is a fabulous find! She is exactly what we need to take our digital marketing into the 21st century. We are extremely impressed with her depth and breadth of skill around all things digital and her total enthusiasm for our business."
Diane Rae · Grandvewe / Hartshorn / EwecareThe challenge
This was a rare and brilliant marketing challenge: one family, one flock and the raw material for three very different businesses.
Grandvewe makes sheep cheese. Cheese-making produces whey. Rather than treat whey as waste, the family turned it into the starting point for two more brands: Hartshorn Distillery, a bold spirits brand built around sheep whey, and Ewecare, a premium sheep milk skincare range.
The challenge was not simply to build websites. It was to create brand architecture. Each brand needed its own identity, audience and personality, while still drawing strength from the same origin story: family, flock, place, sustainability and a no-waste way of thinking.
Get that wrong and the three brands blur into one another. Get it right and you have a story no competitor can copy.
The approach
We worked directly with the family to map how the three brands should relate, then collaborated with the designer to help bring each identity to life visually and digitally.
A big part of the brief was the individual brand identity work. Grandvewe, Hartshorn Distillery and Ewecare each needed to feel like a standalone business, not a product range tucked under one parent brand. At the same time, the shared family DNA needed to be obvious enough that customers could understand how the brands connected.
- Grandvewe needed warmth, provenance and ethical food production at the centre.
- Hartshorn Distillery needed a sharper, bolder identity that could carry an award-winning spirits story.
- Ewecare needed a softer, premium wellness feel suited to skincare and self-care.
The through-line was circular thinking. The whey that could have been waste became the hero ingredient for the next brand. That authentic sustainability story became the connective tissue across the whole ecosystem.
What we built
With the brand architecture in place, we helped shape a connected digital and marketing ecosystem across the three brands:
- Brand strategy and positioning for the three-brand family system
- Collaboration with the designer on individual brand identity and visual direction
- Websites for Grandvewe, Hartshorn Distillery and Ewecare
- Klaviyo email marketing to build owned customer relationships and support online sales
- A social media approach that allowed each brand voice to show up clearly
- A shared story framework linking family, farm, flock, cheese, whey, spirits and skincare
The circular brand story: one source feeding three distinct brands, each with its own audience and identity.
The result
The result was a connected brand ecosystem: three businesses with their own identity, audience and digital presence, all powered by one authentic sustainability story.
Grandvewe could lead with ethical sheep cheese, provenance and family farming. Hartshorn could step forward as a bold, award-winning micro-distillery and the first in the world to release small-batch spirits made from sheep whey. Ewecare could occupy a softer premium space as an Australian-first sheep milk skincare brand handcrafted in Tasmania.
Most importantly, the brands were not competing for meaning. Each had a role. Each had a look and voice of its own. And together they told a bigger story about creativity, sustainability and making more from what the farm already had.
"She is exactly what we need to take our digital marketing into the 21st century."Diane Rae
Brand identity in action
The three brands needed to feel related without looking repetitive. This is where the identity work mattered. The job was not to stamp the same logo system across three websites. It was to help each brand dress for the right room.
Grandvewe
Warm, ethical and farm-led, with the family and flock at the centre of the story.
Hartshorn Distillery
Bold, premium and distinctive, carrying a world-first spirits story with confidence.
Ewecare
Softer, elevated and wellness-led, designed for a premium skincare audience.
Why it worked: the MacInnis approach
This is how MacInnis Marketing works at its best:
Brand architecture first
We mapped how the brands should relate before building the marketing assets.
Distinct identities
Each brand had its own audience, feel and role inside the wider family system.
A story rooted in truth
The sustainability story was not manufactured. It came directly from the farm and the whey.
Built with the owners
The process worked alongside the family and designer, creating a system they could carry forward.
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