Zin Valle Vineyards: WHERE THE EDGE OF TEXAS MEETS THE SOUL OF TuSCANY

Brand Refresh + Launch

L = Strategic Creative Director

PROJECT BACKGROUND

Zin Valle Vineyards was in a season of renewal. Their second generation had just assumed leadership as they were also preparing to introduce the wine from their family-owned Tuscan winery, Fattoria Svetoni, as part of their standard offering in their Texas tasting room. Their brand needed to evolve with their business, but they were unsure how it should take shape given their vastly different wine products and a changing customer base. They asked my brand consultancy, A Land Beyond, for help.

THE RESEARCH + INSPIRATION

We began with extensive consumer and market research to uncover the best way to bring the two worlds of wine under one brand roof, while also elevating Zin Valle Vineyards out of their wine region’s sea-of-sameness. We discovered that Zin Valle Vineyards’ ability to make wine approachable was what kept their existing “wine curious” customer returning for more. Yet approachability was not enough to attract a ”wine experienced” customer who was skeptical of Texas wine and uninterested in the region’s typical winery offering. They craved the refinement of a winery from a well-respected region like Fattoria Svetoni.

Zin Valle Vineyards’ approachability and Fattoria Svetoni’s refinement seemed much like their wines — worlds apart. However, it was clear that they had an opportunity to stand out in the region and appeal to a broader audience by blending the two worlds of wine together to create one approachable yet refined wine experience.

THE BRAND

This knowledge inspired the tagline “Where the edge of Texas meets the soul of Tuscany,” an ethos that underpins the geographic, stylistic and cultural juxtaposition that now exists at Zin Valle Vineyards. It’s an alluring invitation to drink wine …

“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.”

Beyond the tagline, the concept of being a unique “blend” is continued in the logo design, a combination of two different typefaces that represent the two different brands — one modern and casual, the other refined and classic.

I developed a brand voice that was refined, knowledgeable and aspirational, yet approachable and friendly. I also curated a photography style and extended color palette that also reflected these attributes, visually evoking Tuscan sophistication and West Texas warmth.

WEBSITE OVERHAUL

A total website redesign and rewrite was necessary to digitally convey to the world Zin Valle Vineyard’s new wine offering and refined yet approachable experience. I creative directed the site’s design and wrote the copy. I also creative directed the photoshoot executed to capture unique, brand inspired images that could be used here and for other marketing needs. View the full website at ZinValle.com.

SOCIAL MEDIA

I ensured their brand style and voice was reflected in new design templates for their e-newsletter and social media platforms. Entertaining and informative social media content pillars along with one month's worth of social content for their reintroduction to the world were also developed.

WINE LABELS

Elegant labels that reflected the new brand were a must. We began with a bold template design that was applied across their standard wine offerings, creating consistency on the shelf and displaying elegance on the table. Label designs were later expanded beyond the template to create custom looks for signature wines that stood apart from yet remained consistent with the design of standard wine labels. Audience response to the new look has been so positive, Zin Valle Vineyards has been able to substantially increase the price of their wine. Also, high-end markets, restaurants, wine bars and hotels are now eager to have these bottles on their shelves.

MARKETING BROCHURE

Images from our photoshoot were included in the layout of this marketing brochure, used to promote the vineyard in hotel lobbies and city wine events.

Consultation

We have continued to act as brand consultants, guiding Zin Valle Vineyards on brand-aligned tasting room enhancements, external partnerships and customer experiences. The customer experiences have included both standard tasting room offerings as well as special activations for their relaunch.

RESULTS

Since the launch of their refreshed brand in February 2021, 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 label design has allowed them to expand their retail distribution and increase prices across their portfolio — an increase their wine has long been worthy of.