Bonterra Organic Vineyards
Brand refresh and awareness campaign contributed to 30% sales growth
Goals
Increase sales. Raise brand awareness.
Results
30% sales growth after one year. A new brand position that differentiated the product in a crowded marketplace.
My Role
As creative director at Kindred, I was responsible for concept development, creative direction for photo and copy, design, and client presentation
Kindred Team
Chief creative officer, creative director (me), photographer, copywriter, retoucher
When Bonterra came to Kindred, they had reached a sales plateau and needed a solid strategy and breakthrough execution to revitalize and refocus their brand. Unexpected visuals and emotionally focused content told the story of how Bonterra’s sustainable growing practices elevate the quality and flavor of their wine.
Bonterra follows the tradition of biodynamic farming. They look to nature at every step in the sustainable growing process. To ensure Bonterra wine would stand out in a saturated wine category, our strategy included a mix of arresting imagery blended with a story to showcase both the careful process of growing organic grapes and the ultimate result — great tasting wine.
PURE CHARACTER
Meet our grounds keeper. At Bonterra, we grow wine organically and sustainably, treating the land with deep respect. Instead of spraying our vineyards with chemicals, we let chickens scratch and peck amid the vines, gobbling up insect pests and aerating the soil naturally as they go. They enjoy a banquet of bugs, and you get pure, flavorful wine made from our organically grown grapes. We think that’s something to crow about.
The new look and feel extended to point-of-purchase displays and sell sheets and other collateral.
