The Task: Break into Napa / Sonoma.
The Strategy: Attract younger, highly social premium wine enthusiasts who celebrate farming, dine ferociously and don’t aspire to a manufactured European vision of luxury.
First Principles Disruption: American tastemakers don't care about European visions of wealth and excess. The flashy design other brands use to attract a younger audience can obfuscate the quality of a product. Much like the land and its vintner, Andrew Mariani, the Scribe branding stands out with a little less effort. It embraces tradition, but uses subtle, smart accents to communicate disruption: a flipped trademark insignia amidst an otherwise refined logo creates a subtle anti-corporate wink; classic label design with unusual formatting and stripped-down, minimalist bottles alert the consumer to Scribe’s no-nonsense, keepers-of-this-land approach.
The Result: I succeeded in identifying an emerging market, using brand leadership to help create a disruptive multi-million dollar success story.