Features-Driven Product Brochure

Premium winemaking calls for (amongst other details) premium packaging: paper with a great hand-feel, a deep punt on the bottle, and lots of in-depth information about the viticultural practices.

The creative brief for this brand called for lots of features-driven detail to appeal to an informed and discerning consumer. I was asked to include details about all of the aspects of the wine’s terroir, the grape-growing protocol, and finally the winemaking process and interviewed a proprietary family member, the vineyard manager, and winemaker to gather and shape these details.

Modular copy, by design

Once the primary brochure was finalized, I shaped the winemaker’s tasting notes to emphasize the specific winemaking style and what set it apart (set expectations even!) that the wine style is not an archetypal buttery California Chardonnay. Rather, each adjective and modifier is meant to reflect the specific unoaked flavor, plus the care and quality with which the product was grown and handled from start to finish.

I then applied all of the brand and varietal copy to a variety of contexts including the product’s back label, individual tasting sheets, and the e-commerce site. Ideally, brand and product copy is customizable for a variety of contexts and easy for anyone to “shop” for their own purposes—a restaurant’s menu, an in-store description, or a journalist’s review.