Gargoyle Wine Club gained popularity for their sommelier curated wine delivery service and wanted to take their brand to a new level. They prepared to launch their first wine, but not just any wine, one with a mission. The result was Praise Wine, where every bottle of wine bought a year’s worth of water for a family in a developing country.
Since Praise Wine was completely new, I had to build their social concept from scratch, using only a mission statement, some fresh branding guidelines and a humorous introduction video produced by the Gargoyle Wine Club team. The video provided a lot of insight into the client’s appetite for risk-taking, humour and creativity. The video featured “Jesus” and played on the idea of turning water into wine, hence Praise Wine.
For this project, we researched the industry to see how other wine brands represented themselves. Moving forward, we developed social media creative concepts that played with renaissance artwork as well as delivering a social media strategy that outlined a content strategy, engagement tactics, voice and tone, and platform positioning.
Below are examples from this project.
Creative Concepts
Social Media Content
