CHALLENGE
One of the most prominent winemakers in Washington state, Chris Upchurch known internationally for his top rated wines created for DeLille Cellars was ready to launch the first releases of his own vineyard, under his label. The strategy for the brand was to focus on the high quality and exclusive nature of the wines and connect it with the fine wine buyers nationally and internationally. The voice, look-and-feel and tonality had to be devised and dialed very precisely to convey all the right things, in a right way, to the right audience. The newly started business needed everything its' first consumer product introduction needs.
SOLUTION
Working closely with the client’s leadership team, we devised the brand and marketing strategy to reach and appeal to the desired target.
We developed the brand’s identity; including the logo, image usage, typography, color pallet and voice. We designed labels and collateral. We developed and launched the website with an extensive digital store component and custom CMS functionality. We created print and digital brochures, social and email marketing and templates for vintage release announcements, member programs and display materials for trade shows: booth displays, banners etc.
RESULTS
The wine is given a prime shelf display as a result of the label design. The brand attracted attention of nationally acclaimed Robert Parker who gave the wine 97 points. All vintages are sold out through pre-sale before release. Direct web sales grew from 140 to 750 cases, an increase of over 400%.
