East of West Vineyards
Who East of West VineyardsWhatWine
Packaging
HospitalityWhen2022Why To prove that remarkable wine and meaningful discovery can come from unexpected places.Role Brand Strategy
Creative Direction
Brand Design
Art Direction
Graphic Design
Font Design
Web DesignThanks To Justin & Jordan Mechell
Owners
The MissionPut Texas Wine on the Map
Great wine is expected from familiar places.
East of West was created to challenge that expectation.
Founded in West, Texas—a small town often mistaken for a region on the other side of the state—the vineyard needed more than a memorable identity. It needed to make it’s unexpected origin meaningful.
The ChallengeMake an unfamiliar place worth discovering.
Texas wine was still earning national recognition. West, Texas was even less understood.
East of West needed to establish credibility without imitating California or adopting the formality of traditional wine culture.
Premium, Not precious.
Distinctly Texan. Never predictable.
Rooted in place. Built for frontiers.
-
Workshopping the founders, we identified the drive at the center of the brand: a distinctly Texan variety of exploration, independence and finding your own way.
The Explorer Archetype is driven to journey through the world seeking independece and freedom in exploration.
East of West embodies the drive to find, and make, your own way.
Inspired by Texas pioneers, makers and independent spirits, the brand invites people beyond familiar labels, regions and expectations.
Exploration became more than an aesthetic.
It became the reason to believe.
The Texas plains were no longer simply a setting.
They became a horizon full of possibility.
The Brand ArchetypeOpprotunityObscurity Turned to Intrigue
Everyone loves an underdog.
Rather than overcome where East of West came from, we made it central to the story.
The ambition was clear:
Put Texas on the map for wine.
Put West on the map within Texas.
East of West would become an invitation to discover something remarkable where few thought to look.
A Simple Strategy Expertly Executed
Moodboards & Materials
The StrategyFamiliarity Meets Surprise
Through workshops we defined the brands consumer, competition cultural context and uncovered the company’s personality, creating a brand positioning shaped by Texas independence, craftsmanship, hospitality and possibility.
The brand would elevate the everyday.
Sophisticated. Never self-important.
Considered. Not ceremonial.
Because great wine should deepen our experiences with loved ones, not be saved indefinitely for some future celebration.
The Creative TerritoryTexas: Modern
We looked to Texas culture for familiar signals we could make new.
Mid-century films like Hud and Giant captured a Texas that was rugged yet refined, combining the confidence of American style with the earthiness of the everyman.
That tension became Texas: Modern
An inspired refinement of the past.
Not nostalgia, but inheritance reinterpreted.
Not Western convention, but sophisticated independence.
The IdentityMeaning Made Visible
The identity brought together place and possibility, heritage and reinvention, East and West.
A hand-rendered wordmark gave the brand warmth and humanity. Supporting marks drew from Texas geography, navigation, ranch iconography and the spirit of exploration.
Every expression was designed to feel discovered—not decorated.
The system extended naturally across packaging, merchandise, environments, campaigns and the vineyard experience.
The ExperienceSetting The Table – A World People Can Be a Part of
East of West was designed to be experienced.
Its spaces gave the identity a home. Its packaging allowed the story to travel. Its merchandise became an artifact of discovery.
Every touchpoint carried the same invitation:
Come find something unexpected.