The art of winemaking is exactly art! And when it comes to the various ways a wine can be crafted, the options are endless. So rather than putting our thinking caps on, we opt to take our hats off and allow the mind to unlock its limitless curiosity and infinite creative potential. That’s the premise behind Hats Off Chardonnay—a curious blend of inviting aromas and delicious notes of oak and green apple, with a soft and fruity finish.

Before and After Concept Art Used in Pitch Deck

Brand Strategy, Story, Packaging
Industry: Wine
The Opportunity
Develop a unique private label offering for a chain of Fine Food & Wine grocery stores.
My Role
Creative Direction, Brand Story Development, Illustration & Design
Key Contributions
Hosted design thinking workshops with key strategic partners to unearth consumer insights.
I turned the initial "No" from the buyer into a yes by re-imagining the brief based on consumer and buyer feedback.
100% of targeted shipments shipped within the first year.
With the success of the Hats Off launch, I was able to deliver a second label offering with a third in creative development.
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