Context
Elephant Wines needed one cohesive brand expression across tastings, hospitality partnerships, retail presence, and digital growth channels.
Without a unified system, each channel risked creating a different version of the brand story.
Direction
I framed the work as a cross-channel narrative system rather than a logo or campaign sprint.
The objective was to ensure the same premium story could travel from in-person discovery to online conversion without losing coherence.
System
1) Brand Narrative Layer
Built a strategic narrative architecture around provenance, curation, and occasion so the brand communicated value beyond product specifications.
2) Identity Expression Layer
Defined visual and verbal standards that created recognizable consistency across labels, event materials, and digital communications.
3) Campaign Rollout Layer
Developed reusable campaign structures for launches, tastings, and seasonal activations that kept messaging aligned while allowing creative variation.
4) Commerce-Readiness Layer
Structured product storytelling blocks and content modules that supported ecommerce adoption and clearer conversion pathways.
Deliverables
- brand story and messaging framework
- identity system for event and digital execution
- campaign toolkit for recurring activations
- ecommerce-ready narrative modules and content standards
Impact
The system improved brand recall and reduced interpretation drift between event teams, sales channels, and digital execution.
It created a stronger platform for growth by aligning premium positioning with practical rollout consistency across hospitality and commerce touchpoints.
Credits
Role: Director of Digital & Brand Experiences.