Hop It
Not your nanna’s wine tour, and definitely not your nanna’s new website.
Hop It is not your average food and wine tour service. Made for the free-flowing adventure seeker, or even just those who are tired of the regimented and rigid wine tours, Hop It seeks to fulfill all your day trip pleasures, and dang - do they do a good job. With customer choice at the core of their purpose and operation, the Hop It bus travels through the heart of the Yarra Valley and Mornington Peninsula, delivering their customers to the most special wineries, restaurants, distilleries, breweries and producers.
What We Did
Brand personality
Found their voice
Communicated their unique offering in an easily digestible, on-brand and clear way.
Website
Their goals?
Though Hop It is an epic brand with a great position in the market, a unique offering, clear purpose, values and intentions, for them - something didn’t feel quite right. The Hop It team were super clear on who they are, it just didn’t feel like it was translating into their marketing and digital presence. This meant that their audience and potential customers didn’t really understand what Hop It was all about. Ultimately, the goal was to highlight and communicate how unique and amazing Hop It’s offering is, and how they are a different way to explore Victoria’s wine regions. In doing this, Hop It would be able to really speak to their audience and foster a stronger connection with them.
Enter Inka
There’s nothing more we love than doing a deep dive into a brand, finding out the nitty-gritty of who they are and working to convey that clearly, strongly and effectively. We dove into Hop It’s brand values and purpose, in order to bring their brand personality to life. And oh boy, did we love fleshing this out.
We started by doing a brand audit and looking at what was already out there and what they were communicating to their audience, in order to fill in the gaps and find out where we could inject more of Hop It’s personality, message and purpose.
Following on from that, we built a brand strategy - what we call a Brand Architecture - which lead to the discovery that Hop It’s audience are very unique, yet there is no lack of them. This audience encompasses archetypes and traits of a freestyle adventurist - who are generally unserviced in the world of wine tours. Diving into Hop It’s unique personality allowed us to find ways to communicate clearly to this audience that Hop It is the perfect match for them.
After we had built and reflected on the brand archetype, it allowed us to then build visual and written narratives that spoke to Hop It’s true purpose. These narratives aimed to reach their audience in a down-to-earth and relatable way, whilst encapsulating the unique experience that Hop It provides. Making the journey of discovery to booking clear, concise and fun.
What happened next?
We brought Hop It’s personality to life through their digital presence by re-vamping their brand voice, making sure we were speaking to and connecting with that unique customer who doesn’t want to do a traditional wine tour, the unconventional adventurer. After we had knuckled down and nailed that copy, we became involved in digital production - managing a photoshoot, and working alongside another team that made a video, which captured a visual storytelling of what the Hop It experience is like - personal, adventurous, bespoke and fun.
This photography along with their brand strategy set Hop It up to start more clearly putting themselves out there, and ultimately resulted in them upping their social media game by speaking to their audience fluently.
Finally, we pulled everything together to map out Hop It’s new webpage. We created and fleshed out the customer journey, put together some beautiful messaging, bought in the new photos and videos, and voila, a digital space that feels so much like them!
Hop It is set up to build their brand and see growth. This already amazing and successful business and brand have begun to see even more success, because they found their niche and their people, and now - their people can see them.
