Fetzer vineyards and native California winemaker Margaret Leonardi crafted an elevated yet approachable wines aimed at contemporary tastes. The company wanted a simple, modern brand identity for their two wines, a Rosé and Pinot Gris.
The product’s niche was in the aroma. Fresh harvested, aromatic varietals of the California region gave these wines distinctive floral scents — like a floral 'bloom' when the bottle was opened and poured.
I partnered with Creative Director to clarify Adorada's brand positioning and story: boldy aromatic wines - a modern provence story through ingredients and visualizing 'taste' inspired by fine fragrance.
Role:
- Strategy support for a new brand creation
- Copywriting product descriptions on packaging labels
Design Strategy: A world of fragrance.
The design strategy was established to convey an intensely aromatic wine through a brand that evoked fragrance. The wild floral 'bouquet' blossom intuitively expressed Adorada's bold notes, elevating functional product benefits. The result created an olfactory connection with the consumer.
Final design work developed by Creative team.
Selling an olfactory experience:
Ideas to activate the brand vision beyond it's current services and offerings.
