Brendel
Hitting the refresh button on Napa Valley.
Fine wine is fine. But only if it’s good.
Industry
Food & Beverage
Services
Brand Strategy, Naming, Brand Identity, Packaging Design, Campaign Strategy, Campaign Creative, Production, E-comm Development, Social Marketing
Launched
2020
Challenge
Heitz Cellar, renowned for setting the standard for Napa cabernets, began to see significant shifts in the wine market. Their target customer was aging out, while upstart natural and organic wines were on the rise with younger generations, which traditional winemakers had overlooked. With new leadership under master sommelier, Carlton McCoy, the company faced a huge pivoting point in the industry and in the social and purchasing values of a new gen of wine drinker. It was a ripe moment to bring a storied winemaking tradition forward.
Approach
“Fine wine is fine. But only if it’s good.” became the inspiration for Brendel’s entire ethos. The brand took up the cause with a dry, deadpan delivery that undercut tasting notes and fancy terms on one hand, and tik tok internet speak on the other. Visually, Brendel embraced the art of craft and textures of the land. We wanted people to feel the vines and dirt through the imagery. The launch campaign introduced the world to a new side of Napa they’d never seen (or at least forgotten), driving audiences to a DTC e-comm site, wine club and subscription included.
Results
Awwwards, Site Of The Day Honorable Mention, Web Design.
Brendel, The 'Good Wine,' Takes Snootiness Out Of Wine Marketing, Mediapost. Learn More
Brendel Is A Good Wine With Great Packaging, Dieline. Learn More
The Simplicity Of The Design Showcases The Simplicity Of The Wine, Dieline Tiktok. Learn More
How This Master Sommelier Became A Game-changing Napa Valley Ceo, Robb Report. Learn More
Brendel Wines Is Making Napa Valley A More Approachable Place, Vinepair. Learn More
