Brand Strategy & Creative Direction for the #1 best-selling ultra-premium domestic rosé.
Summer is a State of Mind
Challenge
Winc’s most-successful and most-beloved brand, Summer Water, was ready to go big. The challenge: to deliver a creative platform that would scale across a new digital home and top-, middle-, and bottom-of-funnel marketing to increase revenue in both DTC + IRL.
Insight
It’s obvious that Summer Water stands for summer, but we needed a deeper, more emotional hook. So we tapped into the warm and fuzzies that summer moments evoke, mixed in a little wtf, and got to business.
Outcomes
Expanded Positioning
Fine-tuned TOV & Design System
Ecommerce Implementation
Brand Spots
IRL Activations
On a shoestring budget, we created three spots to declare our position as the absolute owners of the summer season: an anthem to summon summer and two mini-narratives to highlight the whimsy and wild summer state of mind.
Anthem
In concert with our partner Pointer, we designed and developed a new home for the Summer Water family that was equal parts summer state of mind and e-comm conversion, utilizing Shopify 2.0.
We were challenged to deliver eight unique and memorable brand moments in the span of a week on two coasts.
Creative & Brand
VP, Creative & Brand: Shiloh Gray
Creative Director: Leona Frey
Director, Brand: Tarini Shrikhande
Senior Manager, Brand: Vanessa Bisetti
Art Director: Jessee Fish
Designers: John Jesz & Ramzi Husein
Marketing
CMO: Jai Dolwani
General Manager: Kaitlin Hutchinson
Senior Manager, Partnerships & PR: Natalie Kram
Senior Manager, CX: Katie Roddey
Senior Manager, E-Commerce: Arthur Maitre
Trade Marketing Manager: Caitie Gold
Partners
Shopify: Pointer Creative
Lifestyle Photography: Jack Strutz
Product Photography: Wild Joy Studio
Director: Dan Henry
Editor: Andrew Henry
Gov Ball: Sizemore Color Studios
Summer (on the) Water: Engage & Resonate
PR & Influencers: Power Digital