Holistically branding a wine for Millennials

Virtue Cellars was an emerging, small-harvest wine company in need of a logo and wine labels. Its winemakers took pride in using the whole vine method for producing wine, a process that takes patience, nurturing, and time, but produces less waste than the traditional way.

We saw that the wine consumption habits of its target, Millennial drinkers, were changing as they searched for something different. We tapped into their need for authenticity and a better story behind the label. We used hand-drawn imagery to reflect it as handcrafted wine, speaking to affordable luxury with an emphasis on being local.