Pavilion Crossing has been family owned and operated since their founding. Their goal is to create the best value wines from California's North Coast.
The company has unique and strong relationships with the best growers in Napa and Sonoma. These relationships gain the company access to the highest quality fruit and wine. They also draw upon their decades of winemaking experience to create the best wine available in the region.
I was asked by Pavilion Crossing to drive awareness of the award-winning wines among a new generation of wine lovers who were acquiring a taste for more complex, and rich flavours. Rooted in extensive consumer research the objective was to build Pavilion Crossing in the minds of its core consumers (ABC1 urbanite women aged 35+) to be the only choice for Merlot, Chardonnay or Cabernet Sauvignon, and introduce a sense of luxury and prestige to a “fairly tired, traditional brand” [sic].
My work included identifying brand and category opportunities, developing a brand strategy, supporting messaging platforms, and transforming the identity system to reposition Pavilion Crossing as the leading premium brand within the Northern Californian wine industry.
I styled, art directed and photographed several visuals on location. Our aim was to create a unique character for the brand, providing a practical serving suggestion and bridging the perceived knowledge gap. For instance, from our research we had established that a lot of Californians had heard of Pavilion Crossing, but not everyone knew how it tasted or that they used the best fruit.This project has received numerous accolades and was featured on Behance’s, Packaging Served website. Packaging Served features top work from around the World in categories such as label design and advertising, curated by the leading designers in New York.
Deliverables:
Brand Audit | Strategy & Brand Platform Development | Brand Identity Creation | Tone of Voice | Brand Guidelines | Responsive Website | Campaign Advertising | Branded Brochure
