Everyone loves an underdog. What could be more charming than challenging the notion of where great wine comes from?
A friendly rivalry has emerged between Texas and California over the last few years. But the relationship has deeper roots in our national psyche. Mid-century Hollywood is the filter by which most Americans think of Texas. Whether your favorite cowboy was Paul Newman, James Dean or John Wayne they each had a style that combined the best of both worlds. Films like Hud or Giant presented a sophisticated cool with an earthiness of the everyman. The elevation of the everyday.
We believe the best parts of culture are where the high-comes-low or low rises to a new high. That is the ethos behind what we set out to accomplish with our friends at East of West Vineyards.
We started like most projects by defining the 4 C’s of: Competition, Consumer, Company & Culture.
To truly differentiate, we started with understanding who we would serve in search of the sweet spot, where familiarity might meet surprise.
We worked on aligning stakeholders on the brand’s personality and reason-for-being, putting that drive at the center of everything the brand said and did.
Finally, we looked for cultural touchpoints that might help cut through the clutter and resonate with the right audience at the right time and place.
We worked through a number of exercises to align on the brand’s personality archetype.
East of West Vineyards is an Explorer. We love Texas. We come from a long line of explorers, pioneers and homesteaders, who are driven by a yearning for freedom that only comes from finding and making your own way with your own hands.
The Texas plains is a perfect horizon full of possibilities for endless exploration as we cultivate our vines and craft our wines.
Deliverables
Brand Strategy
Creative Direction
Identity Design
Copywriting
Marketing
Campaign Strategy
Brand Experience
Environmental Graphics
Interior Design
Special Thanks To:
East of West Vineyards
Client
Paul Newman
James Dean
John Wayne
Steve McQueen
For Inspiration