St. Clair Wines
New Mexico’s Best Plus-One
St. Clair had been around for 40 years. The wine had changed. The brand hadn’t. The job was to make something familiar feel worth bringing back to the table.
St. Clair had been around for 40 years. The wine had changed. The brand hadn’t. The job was to make something familiar feel worth bringing back to the table.
Results
27,500+ targeted accounts reached
- 18,300+ influencer content views
- 3,700+ engagements
- Expanded visibility across major grocery retailers
Results
27,500+ targeted accounts reached
- 18,300+ influencer content views
- 3,700+ engagements
- Expanded visibility across major grocery retailers
The shift
Recognition wasn’t the problem.
Desire was.
We stopped talking about wine like a test you had to pass and started treating the bottle like something you’d actually want to bring to the table.
The idea
New Mexico’s Best Plus-One.
A bottle with enough personality to earn its place at the table.
Not precious. Not intimidating. Just good company.
The bottles
More than 15 varietals had to feel related without becoming a wall of sameness.
So we built one system that gave each bottle room to have its own personality.
Family resemblance. Different personalities.
Family resemblance.Different personalities.
The voice
The new attitude carried beyond the label.
OOH, social, photography, retail, merchandise, and digital all used a more confident, culturally relevant voice.
Less wine speak. More real talk. Honest, straightforward language—no technical lingo or empty trends.
The debut
Local creators helped introduce the new St. Clair.
Then the brand stepped out properly at the New Mexico Wine Festival.
Credits
- Gabe Kachirisky
- Creative Director / Art Director
- Heather Apodaca
- Creative Strategist
