JUSTIN WInes
Design Direction
PROJECT ROLE
DESIGN DIRECTION / CREATIVE DIRECTION / ART DIRECTION
Exceptional
from Every
ANGLE
DESIGN DIRECTION
CREATIVE DIRECTION
DIGITAL CONTENT
WEBSITE DESIGN
CAMPAIGN DEVELOPMENT
CHALLENGE
While many US wine enthusiasts were aware of JUSTIN Wines, they viewed the brand as somewhat outdated. The brand wasn’t connecting with a new generation of wine drinkers. The challenge was less about awareness and more about elevating the brand and bringing it to a place of relevancy among the target audience. We needed to prove that JUSTIN Wines should be the wine of choice for the modern wine consumer.
APPROACH
Playing off of the core colour palette of the JUSTIN wine line up, we used an editorial approach as the main identifier. Elevating the typography, art direction, photography and digital library while implementing a more conscious use of space. We also gave each vintage a distinct tone across all mediums as a cohesive design system. The design was supported by a messaging framework that captured the sophistication and elegance of the brand.
