Brand Strategy
The ask
To build an identity for a brand of wine, called "Grapes of Wrath". The direction for the brand was free.
Approach & Methodology
My approach to this was to first come up with a concept aligned with the brand, especially the "Wrath" part. As a result, the concept of "Mad Woman" was born. Parting from the fact that women are angry, after centuries of being put down, enough is enough. I created a brand strategy and set the tone and style of the brand accordingly.
Brand Strategy:
Mission:
To stand as a companion for women, through every high
and low, igniting their empowerment journey to show the
world their own madness.
Brand Promise:
We believe in being there. There when you raise your glass for new beginnings, exciting promotions, and bigger challenges. There in the quiet cheers to yourself
after a long day or tough week. There when you uncork time to relax. There in those therapeutic venting talks that deserve a perfect pairing.
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Values:
Fierceness
Playfulness
Honesty
Authenticity
Tone:
Empowering
Inspiring
Honest, but not a mean girl
Playful, but serious when needed
Authentic
