Meiomi Wines
Creative Direction // Copywriting
Most commonly known for their rich Pinot Noir, Meiomi is a California wine currently holding the #2 spot for $15+ wine brands and one of the top spots in the Ultra-Premium segment. Meiomi came to us to develop key imagery and point-of-sale assets for three programs — Flow (the creative you see all year long), PGA (Meiomi is the ‘Official wine of the PGA’), and Holiday (programming you see during the holiday period). To ensure the Meiomi team (and other agencies they work with) had the finalized assets and everything needed to use them across teams and channels, we developed toolkits for each program.
While the three programs had different goals and timeframes in store, we ensured connectivity with a few overarching creative objectives: 1) Convey Meiomi’s sophistication; 2) Clearly communicated the unrivaled taste of the wine; and 3) Connect visually to the ‘Flavor Forward’ campaign/television spot aesthetic in store.
For the Flow key visual, we started with a background of dramatic black and white landscape photography that connects to the brand’s proprietary tri-region blend of grapes. The bottle and state of California come in as red overlays, making the white text pop and highlighting the gold Meiomi bear.
For PGA, we put the wine and the brand tagline front and center, with iconic PGA golf course imagery providing the backdrop and scenery. (Think: golf, through the lens of Meiomi.)
Finally, for the Holiday program, we used three wine bottles (hinting at a larger family of wines) over a dramatic black and white wintery scene. The tagline was altered for the holiday season, and the Meiomi logo came in big and bold as the central focus.
I did this work as part of a team at BRIGADE.