WONDERFUL WINE CO.
ORGANIC, CLEAN WINE THAT ISN’T BORINGOur response: A zippy wine brand built from scratch. We dodged all the traditional wine cliches in favor of maximalist, playful design and absurdist messaging that spoke to an irreverent, lighthearted ethos. We infused that character into every touchpoint — from print and packaging to digital marketing, web, and social.
The goal was to truly push the envelope in a beverage space that was commonly very one-note. We did so at every opportunity, surprising and delighting customers with unexpected Easter eggs, elaborate cootie catcher inserts, custom vinyl paired to your wine selection, and thumb-stopping creative across paid and organic platforms.
Brand identity
Packaging
Photography & GIFs
Website
Social
E-commerce
We developed a brand identity that shirked conventional wine wisdom, replacing stuffy vineyard imagery with a psychedelic, maximalist visual language that leapt off the shelf and the social feed. The color story spanned a spectrum that would make a sommelier blush: from raspberry red to electric orange, moody violet to deep-sea turquoise. Each varietal was assigned its own section of the gradient, paired with cosmic iconography reminiscent of tarot cards and and unexpected copy that demanded a closer look.
From the moon phases dancing around each label's edge to the radial burst patterns that framed the whole show, every design element reinforced the brand's core promise: this wasn't just wine, it was a little bit of wonderful in a bottle.
We designed the packaging to have as much psychedelic whimsy as the label, to feel like a portal into another dimension and infuse the experience with sheer delight — well before you took even a single sip.
CREDITS
WINC VP OF BRAND Shiloh Gray
CREATIVE DIRECTION Jessee Fish & Leona Frey
COPYWRITER Leona Frey
PACKAGING, DESIGN, & WEB Jessee Fish
PHOTOGRAPHY Jack Strutz
PRODUCER + PROJECT MANAGER Kelly Hamilton
SET + PROPS Samantha Margherita
PROP ASSIST Jennelle Fong
WARDROBE Francesca Gabrielle
HAIR Jessie Maranda
MAKEUP Diva Borreli
DIGITECH Basil Vargas
PHOTO ASSIST Daniel Brittain
PA Ally Thornton
TALENT Kristen Barrett, Jordan Kaplan, Francisco Schrils, Lauren Little
HAND MODEL Cleopatra King
WINC VP OF BRAND Shiloh Gray
CREATIVE DIRECTION Jessee Fish & Leona Frey
COPYWRITER Leona Frey
PACKAGING, DESIGN, & WEB Jessee Fish
PHOTOGRAPHY Jack Strutz
PRODUCER + PROJECT MANAGER Kelly Hamilton
SET + PROPS Samantha Margherita
PROP ASSIST Jennelle Fong
WARDROBE Francesca Gabrielle
HAIR Jessie Maranda
MAKEUP Diva Borreli
DIGITECH Basil Vargas
PHOTO ASSIST Daniel Brittain
PA Ally Thornton
TALENT Kristen Barrett, Jordan Kaplan, Francisco Schrils, Lauren Little
HAND MODEL Cleopatra King
SUMMER WATER