John Moeller

x_Winc: Brand & Digital

Work

x_Winc: Brand & Digital

Club W was founded in 2012 with a mission to make online wine buying easy and accessible by delivering monthly, personalized wines. By 2015, their growth had flattened, and the following year they changed their name to Winc, reflecting a shift in focus to brand building and expanding wholesale. At this point, they faced numerous challenges: lost market recognition, rising advertising costs across all their best channels, a marketplace littered with competing subscription services, and the shadow of Amazon/Whole Foods as they moved toward wine delivery. They had the potential to disrupt the wine space, but didn’t stand for anything.

As Creative Director, I worked directly with Winc’s CEO and CMO to define direction and strategy, and built an agile creative team from the ground up, effectively creating an in-house agency model. Using customer insights, we refocused communications across channels on the simple brand message “Cheers, Delivered” – highlighting the happy moments around discovering new wines and having them show up at your doorstep. We established Winc’s visual identity, defined a direct, playful, bold brand personality, and aimed to infuse a sense of energy and pure enjoyment into every piece of messaging and content. I collaborated with Winc’s marketing and product teams to optimize their conversion funnel and e-commerce UX and UI, and test iterative marketing strategies including direct response videos, podcast scripts, influencer marketing, content marketing, and activation events.

Our work impacted every brand touchpoint from ad to website to packaging, establishing an engaging, connected experience. As a result, Winc became a household name in 2017, and a leader in the subscription e-commerce space for wine.

Cheers, Delivered.
We created a connected identity, messaging, e-commerce, and marketing for Winc.

Integrated Storytelling
To drive engagement, tell product stories, and drive SEO, we produced entertaining content distributed across channels in bite-sized form and in boxes in magazine form.

Keep It Chill
We strategized a multi-channel activation for Summer Water including content, branded merch, events, and rosé pourings at brands like Glossier that drove massive coverage on their own social channels.

Brand Partnerships
Our creative strategy for brand partnerships was based on the notion that everything in life goes better with Winc - from listening to music to sleeping under the stars. We kicked off with Penguin books.