CHALLENGE: After over 50 years in the market, the San Antonio Winery collection has had limited to no attention. There was a need for research/analytics, brand strategy, establishing brand guidelines, and complete creative to support sales and sales teams. The deadline for all marketing and creative was under two months before the Q1 rollout and the long-awaited label refresh in 2022.
GOAL: First, the goal is to stay true to the long-standing loyal San Antonio Wine community and its history. Secondly, using a research-based approach, the team sought to establish a dynamic brand system and graphic toolkits to aid marketing and sales teams in planning for future campaigns and building upon the 2022 label refresh phase.
ABOUT THE BRAND: San Antonio Winery first opened its doors in 1917 by the Riboli family. Inspired by its community of Los Angeles, CA, the Riboli family sought to create a sweet red varietal to add to every gathering. In 1967, Cardinale was introduced as a sweet red blend with aromas of ripe berries & refreshing grape flavor. After Cardinale’s success, the Riboli family decided to create three additional flavors that go well with everyone’s favorite meals. San Antonio Winery collection of four distinct flavors can be enjoyed at any time of day.
PROJECT: Branding, Campaign, Social Posts, Photography, Website, Digital Marketing
MY ROLE: Art Director, Designer, Researcher, Video Editor, Photographer
BRANDING
POINT OF SALE (PHASE ONE)
When designing the P.O.S materials, the goal was to create something that complimented the traditional brand. Still, I also wanted to create a look connected with its dynamic & vibrant consumers. I found inspiration in its growing Los Angeles multicultural community and the San Antonio Winery neighborhood where I grew up. I used stucco textures, rugged fonts, & vibrant colors to create an approachable celebratory vibe.
COCKTAILS INSERTS
Each San Antonio Winery wine has its collection of fun and easy-to-make cocktails. I researched, created, surveyed, and designed each cocktail. In addition, each cocktail also has its own social and website post and a how-to video used for digital advertising.
DIGITAL MARKETING
INTRO SOCIAL GRID
PHOTOGRAPHY
All photoshoots were in-house. I art directed, set up, photographed, and edited every photo shoot. With the help of the San Antonio Winery associate brand manager, we put together monthly photoshoots to keep up with social, campaign, e-commerce, and digital advertising content needs.
