Challenge + Solution
E. J. Gallo Vineyards needed a new creative approach that positioned their namesake brand as a the go-to wine for everyday occasions with the legs to scale content across Facebook, IG, and POS.
The new strap line "We're All Family" reinforced name recognition and with decidedly low-brow UGC style visual direction the brand broke the rulers and stood out in an otherwise upscale wine market.
Point-of-Sale to Organic Growth
Our team developed a ton of UGC-style social content around events and holidays that speak to family experiences. As a result community engagement grew exponentially—with organic shares averaging 50-75%—earning the brand the largest community growth in the E.J. Gallo's Vineyards portfolio of 50+ Wine and Spirit products for 2017 (the highest engagement to date), delivering a campaign with legs, albeit hairy dad legs.
The work became foundational for the brands very first Social Media Playbook, and cornerstone for the companies emerging content department.
Solving for a collection product varietals.
With different wine products under one brand and a dynamic packaging color-system representing different varietals, I defined and built visual systems for point-of-sale and in-store displays to bridge to each product offering across all media. This effort became the foundation for the Gallo Family Vineyards Brand Style Guide and Social Strategy Playbook, including all new type and photography treatments, along with the way-in for conceptual storytelling, enabling in-house design teams to run with the ball.
Contribution
+ Strategic Platform
+ Design System
+ Art Direction
+ Visual Treatment & Typography
+ Content Design x Brand Story
+ Stop-Motion Animation x Editing