Scribe Winery
       
     
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Scribe Winery
       
     
Scribe Winery

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.

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Scribe03 alt.jpg
       
     
46.jpg
       
     
       
     
Andrew Mariani for Dockers® Wear The Pants Project (short)
Branded Box Gals at Scribe - Photograph by Allan Zepeda.jpg
       
     
scribe-nothing something slide.jpg
       
     
13.jpg
       
     
3.jpg
       
     
620622_10151101280903202_459626214_o.jpg
       
     
CUivtHJUYAA0qgC.jpg
       
     
0fce9c3777495354bd081c8c9deee579.jpg
       
     
Scribe-Viticultural-Society.jpg
       
     
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