Problem: Mark West Winery specializes in producing great value California Pinot Noir with varietal integrity and quality. Mark West's Pinot Noir appeals to a wide range of wine drinkers who enjoy an affordable everyday Pinot Noir at home or by the glass in restaurants. At the start of the project, Mark West had strong customer recognition, but they were lacking an online presence that supported their brand.
Implementation: Lion Associates began with competitor analysis, market research, and in-depth conversations with the team at Mark West and their trusted allies. Via this research, and our early creative explorations, a direction was selected which focused on the companies slogan of "Pinot for the People". Eventually we would begin to focus on the wall as a metaphor for the wine industry, where every day people were not able to reach the more desired varietals.
Results: Mark West's website is now a unique piece of art which embodies the companies spirit and quest to bring affordable Pinot Noir to the masses. Their new brand elements are scheduled to be used in all aspects of their brand, and the "Pinot for the People" graffiti will lead that charge. Their new online identity has now become the central focal point of their web socialization and marketing outreach.
