The
 Challenger
BRAND SYSTEM

Grounded in purpose. Built to land.
Our 3-step approach helps brands align intention with impact and grow with clarity.
Michael Phillips Headshot
Michael Phillips, CEO @ Quartermaster

5&Vine is a partner that brings intellectual honesty, collaboration and a wealth of experience. It’s a partnership in an outcome-oriented mission. It’s an ally in the trenches when you’re getting your ass kicked. It’s a high five from a team you highly respect when you get something right.

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Why impact-driven brands win

The next generation of most-loved brands won’t win by chasing disruption for the sake of it. They’ll win by earning trust – showing up clearly, consistently, and in a way that feels lived-in and true.

That’s why we built the Challenger Brand System – to help brands grow with meaning and momentum, aligned to be unmistakable from the inside out.
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5&Vine’s 3-step system for unmistakable brands

Diagnose the disconnect

We always begin with curiosity. Looking closely at the category, we examine what’s outdated, overused, or no longer landing. We listen to founders and teams. We map what customers are feeling – the tensions they carry, the needs still unmet. This is where we surface the disconnects and find the clearest ground to challenge from.

What We Do

  • Analyze category conventions and unspoken rules
  • Map out customer tensions, legacy baggage, and whitespace
  • Surface assumptions that no longer hold up

Why it matters

You can’t challenge what you haven’t diagnosed. This is where clarity begins.
Suzanne McKenzie Headshot
Suzanne McKenzie, Founder & CEO @

5&Vine possesses an exceptional ability to listen and collaborate, differentiating them from most agencies. They crafted a powerful brand positioning by flexing on the strength of our origin story, showcasing our commitment to sustainability and inclusivity, and deepening our connection to the consumer. I highly recommend.

Identify your 5 Stones & Slingshot

Once we’ve uncovered what’s missing in the market, we focus on what sets your brand apart. The purpose, capabilities, and strengths that are real – and ready to guide the way forward. 

Then we look outward: where your advantages intersect with the gaps left by category leaders and competitors. This is your slingshot – a strategy that turns what’s true into what makes you unmistakable.

What We Do

  • Define what makes your business strong, distinct, and credible
  • Identify the vulnerabilities in your category’s dominant players
  • Build a strategic framework and narrative that turns your strengths into a slingshot

Why it matters

The right insight, aimed with intention, will always go further than force. We help you focus on what’s yours to lead.
Jonah Chininga Headshot
Jonah Chininga, Founder & CEO @ Woveo

5&Vine was instrumental in transforming our brand into a Challenger with a strong sense of purpose. With a new name and brand, we are now standing out from established players, gaining recognition among our target audience, and accelerating customer growth. The impact has been incredible!

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Strike with precision

Clarity earns its power when it’s consistently lived. In this final step, we help your brand take shape through presence, behavior, and follow-through. We make sure what’s true at the core shows up everywhere, with intention.

What We Do

  • Align teams around how the brand shows up in the world
  • Translate strategy into tangible expressions that serve your purpose
  • Ensure every touchpoint reinforces what makes the brand unmistakable

Why it matters

When strategy and expression move together, the brand becomes a felt presence. It earns trust – and lands – by being unmistakably itself.
Izzy Rosenzweig Headshot
Izzy Rosenzweig, Founder @ Browze

5&Vine led our brand repositioning and accelerated our growth. Their dedication, insights, and creative approach are evident in their process and impact. I would highly recommend them to any startup looking to take their brand to the next level.

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Why the 5&Vine Challenger Brand system works

Most strategy systems were built for stability. Ours is built for movement – helping ambitious brands shift perception, align their teams, and grow with meaning.
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Why it works:
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  • It starts from what's true – not theory
  • It sharpens your edge with focus and speed
  • It turns insight into measurable results
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How fast can we move?

Here’s what we can accomplish together in just 10 days:

Rapid assessment

Uncover strengths, gaps, and how your brand fits into the category landscape.

Strategy alignment

Define your 5 Stones & Slingshot – the most credible way to stand apart.

Execution setup

Prioritize the next moves across brand foundations, expression, and performance, so strategy turns into meaningful action.

Team alignment

Ensure internal clarity so your team is unified, confident, and ready to move forward with purpose.

We don’t consult from the sidelines. We embed with your team, ask the hard questions, and challenge what’s no longer serving you – so your brand can lead with clarity and conviction.

Building
a brand
 that changes the world?
Let’s build it together