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Fetzer is innovating their category with accessible and easy-drinking sustainable wines. They are a Cerified B Corp — the B stands for “benefit” and refers to the commitment to their workers, the community, customers and the environment — and hold TRUE Zero Waste and CarbonNeutral® certifications.
With a new label design in hand, Fetzer engaged us to reposition and activate the brand and engage new audiences. With a 50-year wine legacy, the task of honoring their heritage while repositioning the brand was all about balance. We led them through our Brand Definition Program to update their brand blueprint to establish a more relevant and youthful brand voice and persona and crafted fun, approachable messaging rooted in all things good.
With a strong position defined, we expanded the brand universe and developed visual assets for application to their digital ecosystem. To capture the attention of a new, younger audience we broke traditional wine norms and used casual, non-technical language, bold colors and energetic lifestyle visuals to create an engaging digital experience that intrigues while educating about this extra good, everyday wine.
Let's get to work! 