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The Endangered Wines Project
Overview
Background
This was an effort to use a brand to bring social good, or provide a solution for a large societal issue in the form of a brand campaign, activation, or creation.
Challenge
How can we use a product to bring attention to climate change?
Opportunity
Bring climate change to the forefront of people's thoughts by creating a brand that draws attention to the detrimental effect of climate change on wine. This will convince consumers to join the fight against climate change.
Date
10-12.2021
Team
Grace Geary (AD)
Ann Shoen (AD)
Houston Knight (XD)
Corey Hambly (CW)
Class
Experimentation
Skills
Strategy
Concepting
UX/UI
Visual Design
Motion Design
Tools
Figma
Illustrator
Photoshop
After Effects
Solution
Endangered Wines Project Case Study Video: See below for work.
Mission Statement
"We are a movement dedicated to protecting and preserving the world’s wines from climate change. By protecting the wines of the world, we are able to protect species of grapes, jobs, and cultures of the regions in which they are grown. We seek to instill an appreciation not only for the wines we consume, but also the fact that their very existence is threatened by human made climate change. We hope that our symbol and message not only affects how the world views the wine they drink but also what they purchase and how they vote. Together we can keep our favorite wines off this list."
Style Guide
Comms Plan
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PHASE ONE
Website Launch
List Release
PHASE TWO
OOH Campaign
Social
Web & Print
PHASE THREE
Educational Materials
Drive Pledge Signatures
Phase One
Website + Wine List Release
On the landing page, users will see a summary of our mission, our trailer video, and a CTA to donate. Here we show the most popular brands we have partnered with, and a few statistics summing up the impact of climate change on wine.
On our About Us page, users can read the background behind our idea and why we chose to create the brand, as well as our official mission statement. We also show each of our founders and their title on this page.
On our Featured Endangered Wines page, we have our top 5 most recognizable wine brands from our full wine list. For each wine, users can see their region of origin, type, appellations, and how much has been lost due to recent severe weather events.
Phase Two
Out of Home
Out of home ads will reach a broad audience of consumers, educating them about fires and other recent weather events that have destroyed vineyards. A CTA that leads to the website will bring users to the endangered wines list and pledge.
Social
In-Store
In-store, consumers will recognize our logo displays and our bright red label wrapped around the neck of brand partner bottles.
Phase Three
Educational Materials
While consumers are at actual wine-serving locations, they can learn about the selections of wines that may be considered endangered. At certain vineyards and restaurants, tastings can educate consumers about smoke taint and spoiled harvests. They can also sign the endangered wines pledge to be more climate conscious and join the movement.
Pledge
Reflections
01 Be intentional with your design.
With every detail and design decision, my team and I tried to somehow incorporate our brand identity. Our ability to make our designs consistent across every touchpoint helped the campaign come together nicely.
02 Make the work mean something.
Each person on this project has a strong tie to wine - whether a family vineyard owner, California wine country native, or huge fan of the drink. Bringing this passion for the subject matter really helped the work shine.