Brand Strategy & Creative Direction for the “Netflix of Wine.”
Wine is for drinking, not for rocket scientists.
Insight
To our customers, the world of wine is intimidating and pretentious, there’s no fun in being ‘good at wine’.
Approach
Winc exists to turn this tide. We are winemakers who believe that wine should always be enjoyable, easy, and interesting. Really, we’re your drinking buddy who happens to have a PhD in winemaking.
Outcomes
Fresh Brand Imagery
Revitalized Brand Guidelines
New Site Experience
Updated packaging
Intro OOH
We broke the vino as perfect and precious stereotypes by forgoing gnarled hands and rolling vineyards for unpolished life-is-better-with-wine moments.
An updated gender-neutral color palette, new Winc shapes, and iconography rounded out the system allowing us to curate an emotive brand experience.
I led the brand design and naming on multiple innovation projects: saké, bagged wine, and wine-based cocktails to name a few.
Creative & Brand
VP, Creative & Brand: Shiloh Gray
Creative Director: Leona Frey
Director, Brand: Tarini Shrikhande
Senior Manager, Brand: Vanessa Bisetti
Lead Experience Designer: Christina Foy
Art Directors: Jessee Fish, Sydney Tomer & Jimmy Muldoon
Lead Designer: Ramzi Husein
Copywriters: Courtney Lichtenberger & Michael Ziman
Marketing
VP, Growth: Jai Dolwani
Director, Performance Marketing: Paige Mohan
Senior Manager, Partnerships & PR: Natalie Kram
Senior Manager, CX: Katie Roddey
Partners
Campaign Photography: Pamela Littky
Retouching: Piotr Gregorczyk
WKND: Metaleap Creative