BRAND Napa Valley

The initiative began by capturing the core of the upstart spirit that inspires the brand. Manifesto-driven storytelling pairs with a visual approach that departs radically from the traditional high-end wine cues, with a look and feel that bridges the craft of venerable fashion houses with the sleekness of upscale technology brands—spare, with a strikingly modern color palette, type style, and voice. Product sheets are the first tools to set the tone, replacing verbose wine tasting notes and blending succinct numbers with concisecopy to establish a dramatic standard, and amping up the BRAND name to play with its minimalist nature.

With a new visual and voice revamp established, the brand extends into tactical elements to support direct-to-consumer annual release rollouts and ongoing communications. Email to a loyal list of “BRAND Believers” strikes a balance between personal tone and a strong new visual appeal, becoming the first place where digital standards emerge. A comprehensive social media content calendar and creative executions connect to new customers via Instagram and LinkedIn, a channel uniquely suited to the legacy customer base. Motion enters the equation, for a further modern dynamic touch.

For a brand inspired both by exceptional winemaking lineage and the proprietor’s strong technology industry background, the website is a culminating destination. All the special moves, manifesto copy, oversize identity, smooth transitions, tech- and fashion-inspired design, merge with modern web design and development standards that eschew the hard-to-get calls-to-action of other high-end wineries to make becoming a BRAND customer seamless on the web or on your phone, for customers and trade alike. And leave no doubt BRAND is moving wine forward.