Brand Refresh + New Tier Product Rollout
The flagship wine set the template for all the other core brand varietals.
The client’s updated label rolled out over the course of a few vintages with a mandate to a.) express a cohesive brand personality (warm, approachable, trustworthy, and independently produced) while b.) differentiating it from two new and distinct brand tiers.
For the primary brand, once the design team established the product label copy, style, and word count, I created easy-to-read and easy-contrast flavor profiles. These product descriptions were meant to create customer reassurance and showcased a mix of features and benefits.
I then further adapted each flavor profile for both DTC and DTT audiences across all channels (web, email, print).
With the secondary brands, I helped develop messaging that showcased the most important distinguishing elements of the tier (i.e. premium winemaking for one and sustainably grown everyday wines for the other).