Rustic Luxury: Branding the Lifestyle of Farming the Contemporary American Vineyard
The Problem: Attract younger, highly social premium wine enthusiasts who celebrate farming, dine ferociously, and don’t aspire to a manufactured European vision of luxury.
American tastemakers don’t always relate to European visions of wealth and excess. Much like the land and its vintner, Andrew Mariani, the Scribe branding stands out with natural effortlessness.
The Strategy: Deploy subtly disruptive branding (a flipped trademark insignia amidst a refined logo creates a subtle anti-corporate wink) alongside advanced yet human-scale tech. Use unusual copy and minimalist bottles to alert the consumer to Scribe’s no-nonsense, keepers-of-this-land approach.
The Result: Scribe captured an emerging market, using digital and brand leadership, social media, marketing, strategic partnerships, and smart PR to help create a disruptive success story that has become one of Sonoma/Napa’s most beloved lifestyle wine brands.