John Moeller

x_Winc: Brand Creative Direction

Work

x_Winc: Brand Creative Direction

Problem
Founded in 2012, online wine subscription service Winc renamed and rebranded in 2016, shifting their business strategy from e-commerce to brand building, content, and wholesale to hedge against Amazon taking on wine delivery.

Solution I worked on brand creative from a high level down to the details, collaborating with Winc’s CEO and CMO to define direction and strategy and leading an agile creative team in execution. We tackled the brand holistically from a customer-centric point of view, encompassing every brand touchpoint from ad to digital to packaging to activations.

Results
I grew and evolved the brand and positioned it as a leader in the subscription e-commerce space for wine. Winc gained market recognition in 2017 and became a household name. In 2017 customer satisfaction scores increased by 20%. Our focused brand activations for Summer Water drew press and millions of brand impressions that landed Winc national Whole Foods distribution.

Creative Direction.

Brand, Messaging, E-commerce
We created Winc's brand identity and voice, and connected messaging and product design across all touchpoints.

Marketing
We tested diverse creative strategies to communicate the simple joy of wine arriving at your doorstep with low-budget video ads and carousels.

Content
We produced entertaining and energetic content to help customers learn and enjoy more about wine. Our goals were to engage our members, add context to the product, and drive SEO.