Context
Elephant Wines is a premium wine import business with a presence in tastings, hospitality partnerships, retail, and digital. Each channel was telling a slightly different story.
Problem
Without a unified system, events, sales, and digital each risked becoming a different version of the brand. The same premium story needed to travel from in-person discovery to online conversion without losing coherence. There was no shared narrative or visual standard.
Your Role
- Led brand identity and narrative direction
- Designed the campaign system for launches, tastings, and seasonal activations
- Built ecommerce-ready storytelling blocks and content modules
- Collaborated with events and sales teams on rollout and usage
Approach
I framed the work as a cross-channel narrative system, not a logo or one-off campaign. I built a strategic narrative around provenance, curation, and occasion so the brand communicated value beyond product specs. Visual and verbal standards were defined so labels, event materials, and digital communications felt recognizable and consistent. Reusable campaign structures allowed variation without drift.
Outcome
Brand recall improved and interpretation drift between event teams, sales channels, and digital execution decreased. The system created a stronger platform for growth by aligning premium positioning with practical rollout consistency across hospitality and commerce.