Everyone loves an underdog.
What could be more charming than challenging the notion of where great wine comes from? But the real challenge comes when your locale is too difficult to find on a map. Don’t forget the comma when you google the town of West, Texas.
So, the strategy and the goal were aligned.
Put Texas on the map (when it comes to wine).
Put West on the map (where it comes to Texas).
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 still 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 modern, sophisticated cool with the earthiness of the everyman. The elevation of the everyday.
We believe the most interesting parts of any culture are the overlaps where the high comes low or the low rises to a new height.
That is the ethos behind what we set out to accomplish with our friends at East of West Vineyards.
We started by defining East of West’s 4 C’s: Competition, Consumer, Company & Culture.
To truly differentiate, we had to understand two things: (1) who we are and (2) who we serve. This helped define our sweet spot — where familiarity meets surprise and where trust meets novelty.
We workshopped stakeholders through a number of exercises to align on the brand’s personality & archetype, deciphering and prioritizing that drive at the center of everything the brand said and did.
Finally, we looked for cultural touch points that might help cut through the clutter and resonate a unique story with our audience at the right time and place. Fresh twists on classics.
We played with the historic themes of the town and state through the lens of Texas: Modern – an inspired refinement of the past.
Every brand seeks to share a “lifestyle” extending their vision beyond a particular product or category. To do this, we worked closely with the brand owners leaning on their Explorer personality and brand purpose to cultivate a space and product collection that brings the spirit of creativity and exploration directly to their audience — work hard, morning, noon and night, in order to celebrate in due time.
Business Results:
82% sell-through on first week of launch
99% of local West Comma Texas residents were present to support EoW Release Party
Acquired retail distribution
Deliverables
Brand Strategy
Go To Market Strategy
Creative Direction
Identity Design
Copywriting
Marketing
Campaign
Brand Experience
Environmental & Interior Design