John Moeller

Winc: Building a Modern Wine Brand


Winc: Building a Modern Wine Brand

Winc, a digital native wine company, was ready to disrupt an antiquated category but didn't stand for anything as a brand. We transformed Winc into a modern wine brand — changing the narrative to be all about the people who enjoy the wine. We designed seamless experiences across digital and physical touch points, engaged directly with fans, and filled the experience with entertaining content about how to enjoy wine more.

Consulting / Creative Direction / Branding / Product Design for Winc

I. Building the Brand and Digital Product
We built a scalable brand, UI system, tone and messaging, optimized shopping, and used data to better help people find wines they like.

II. Building Targeted Marketing
Winc = Cheers, Delivered. We created iterative, data-driven email and Instagram targeted marketing campaigns building off this idea.

III. Building Content
We created cross-channel stories that showed off Winc's fun and lighthearted but knowledgable brand personality.

IV. Building Engagement
We made Winc a conversational brand, engaging directly with their following about how they enjoy wine in their own lives.

We staged summer rosé pourings at influential offices like Glossier and Vogue, collectively driving brand impressions in the millions.