Sonora Desert Ranch
The Challenge
Dry and Dusty
The Mark Anthony marketing team asked GIRVIN to quickly refresh their Sonora Desert Ranch wine brand, which was showing falling sales and diminished returns at shelf.
The Solution
Heartland Heritage
GIRVIN’s team built a series of packaging solutions for consumer testing, examining the weighting of marketing story, labeling structure, and visuals and messaging. We developed evolved branding, including a new identity, messaging, and packaging: A blend of warm desert heat and heartland heritage create a rare and succulent overflow of brand authenticity. With the winning labeling system in place, sales have been dramatically improved.
Strategy
Story
Identity
Messaging
Packaging
“
Team GIRVIN—Chris and I were at the press approval for the new Sonora Desert Ranch labels yesterday and wanted to share some good news: the finished product looks even better than we imagined! I’ve sent a press proof to your offices, so expect to see that in the coming days.
Everyone who has seen the labels today has gushed about the beauty and underlying brand story—a testament to the great work that went into this project. We’re truly excited to see the impact this will have in turning the brand around.”
Craig Hodges | Director of Communications | VF
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