Zin Valle Vineyards Brand Refresh and Relaunch
written by Ashley DeCarli and Lilia Alvarez Nevarez
(5 Min Read)
Challenge
As Zin Valle Vineyards entered a season of renewal — transition to second-generation leadership, development of new vineyard/tasting experiences and, most importantly, the introduction of an international wine product from their family-owned Tuscan winery, Fattoria Svetoni — their brand had to evolve with their business. They needed a brand refresh that would:
• Bring their two worlds of wine — Texas and Tuscany — together under one roof.
• Elevate them out of the wine region’s sea of sameness.
• Break through the preexisting consumer mindsets and appeal to a broader audience base.
We immersed ourselves in the world of wine, drilled down into details of Zin Valle Vineyard’s business and channeled the true needs of their wine consumer.
Research insights and strategic brand direction
We immersed ourselves in the world of wine, drilled down into details of Zin Valle Vineyard’s business and channeled the true needs of their wine consumer. From our in-depth research, we discovered:
Zin Valle Vineyards takes great care to produce a quality wine product, but it’s their ability to make wine approachable that keeps their existing customer base, a “wine curious” consumer, coming back for more. Their friendly, unintimidating nature and a refreshing “wine on your terms” attitude is what uniquely characterizes their tasting experience.
But friendly is not enough to attract a ”wine experienced” customer already skeptical of Texas wine and uninterested in the region’s typical winery experience — sweet wine with a side of live music. They crave an elevated wine experience that offers expertise, enrichment and meaningful connection. Now, with their Fattoria Svetoni wine product, Zin Valle Vineyards could deliver the refinement their new target desired — celebrated Tuscan heritage, ancient wine-making techniques and accolades from the world’s most renowned wine critics.
Like the two family-owned wine products, these separate strengths seemed worlds apart, but in reality, their overlap appealed to both target customers. The wine curious consumer didn’t want a basic, dumbed-down experience as assumed. They wanted more — more story, more knowledge, more variety and more enrichment. As for the wine experienced consumer, their quality expectations had shifted. Refinement no longer required a fancy, French fine-dining-like package. Great food and wine experiences are found and often preferred in a more relaxed setting.
It became clear that Zin Valle Vineyards could be BOTH refined and approachable, and, in doing so, become the arbiter of wine connection and confidence in the region. Zin Valle Vineyards had the opportunity to BLEND it’s two worlds of wine and two wine ethos together to create one unique and authentic offering, experience and brand.
We rooted the blending of Zin Valle Vineyards and Fattoria Svetoni in one of the most tangible and distinguishing wine characteristics there is — place. This emotively powerful territory is how we brought the character of their brand to life.
Brand identity
We rooted the blending of Zin Valle Vineyards and Fattoria Svetoni in one of the most tangible and distinguishing wine characteristics there is — place. This emotively powerful territory is how we brought the character of their brand to life.
Zin Valle Vineyards became WHERE THE EDGE OF TEXAS MEETS THE SOUL OF TUSCANY. Where vines born of rugged Texas soil mingle with sips of the most noble Tuscan wine. Where easygoing desert warmth and refined wine heritage are brought together in an unexpected local yet worldly experience. Where wine is stripped of its vain facade and its complex beauty is revealed. Where you are enriched with knowledge but never judged for what you don’t already know. Where you can belong to a community of wine lovers that explore the joys of wine in the terms that suit them best.
Only through this new brand identity — the juxtaposed blending of Texas and Tuscany — is the unexpected delivered and a unique personality emerges. The blending enhances the offering and evokes a curiosity that has the power to turn heads. It is what elevates Zin Valle Vineyards out of sameness and makes the vineyard truly special. As part of this new identity, we developed all of the visual and verbal representations of their brand including their logo, tagline, look and voice.
Logo Symbolism: The logo needed to reflect this blend of many things. So two different type styles were merged to create the letter Z. One is sleek, modern and casual — a nod to the approachability of West Texas desert charm and new-world wine-making techniques. The other is traditional and refined — a reflection of old-world wine heritage and nobility. The result is an elevated mark that, while simple, boldly represents the dynamic spirit of Zin Valle Vineyards.
Brand Voice: The brand voice was developed to exude a spirit of discovery and curiosity. The tone is elevated, but human.
Color Palette: Burnt red and gold were selected to enhance the visual warmth associated with the West Texas desert and Tuscany. Green and blue add a touch of approachable sophistication.
Photography Style: The photography style is warm, approachable, human — a continuation of the spirit of refinement and discovery that embodies the Zin Valle Vineyards brand.
Brand application
In support of their 2021 brand relaunch, we put Zin Valle Vineyards’ new brand identity and strategic North Star — Where the edge of Texas meets the soul of Tuscany — into action.
We redesigned their website, the strongest representation of their brand and a critical means of connection in this COVID-19 landscape. An elevated look, as well as a refined but approachable voice are now woven into every word, photo and design element of the site. We carried the same style and voice over to their e-newsletter and social media platforms — their key customer engagement and relationship-building tools. To ensure brand alignment and enable ease of management, we provided Zin Valle Vineyards with design templates for each and a detailed guide for future content creation. We also concepted and developed highly entertaining and informative social media content for their reintroduction into the world, amplifying an opportunity to solidify Zin Valle Vineyards’ appeal as the region’s arbiter of wine knowledge.
Along with the digital expression of the brand, we supported the physical. We designed a new line of wine labels and a new tasting menu that showcase the refined side of Zin Valle Vineyards. We also played a consultative role, guiding Zin Valle Vineyards on brand-aligned tasting room enhancements, external partnerships and customer experiences. The customer experiences included both standard tasting-room offerings as well as special activations specifically designed for their brand relaunch.
Early on, our research indicated that to attract a new and skeptical audience, it would be critical to reduce friction by taking the new Zin Valle Vineyards’ wine experience off-site to this audience’s favorite spots, neighborhoods and streets. So, we ideated and developed a comprehensive action plan for a “Take Z to the people” brand launch experience — a polished and captivating off-site activation designed to capture this new audience and give them a chance to sample the new Zin Valle Vineyards.
Brand consultation
It can be easy to veer off track, so we continue to serve as strategic partners, offering monthly guidance to Zin Valle Vineyards as they implement their new brand and evolve their experience.
RESULTS
Since the launch of their refreshed brand in February 2021, “Where the edge of Texas meets the soul of Tuscany” has sparked a swell of new interest! Zin Valle Vineyards’ yearly wine sales have more than doubled! Their Instagram following has also doubled, customer traffic has consistently increased month-to-month and leading community partners are constantly reaching out for collaboration opportunities.
Additionally, an elevated brand perception and more sophisticated wine label design has finally allowed them to substantially increase prices across their portfolio — an increase their wine has long been worthy of.
Most recently, as a result of an immersive Tuscan tasting event that we concepted, planned and executed for them in February 2022 (1 year after their brand refresh), Zin Valle Vineyards experienced their single best performing day in their 17 year business history during their slowest month of the year!