On the Map
Everyone loves an underdog.
What could be more charming than challenging the notion of where great wine comes from? But the real challenge comes when your locale is too difficult to find on a map. Don’t forget the comma when you google the town of West, Texas.
So, the strategy and the goal were aligned.
Put Texas on the map (when it comes to wine).
Put West on the map (where it comes to Texas).
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The town was named after a Cardinal Direction long before the age of the search engine. Don’t forget the comma when you google West. Because it is a seven and a half hour drive to the other West Texas.
Texas was getting rediscovered by a new generation of Americans in the aftermath of covid. Aproximately 2.6 million residents moved to the Lone Star state since 2020. Many from the coasts.
Our Goal was to put East of West Vineyards on the map with two wines at a premium price point.
Premium, but not fancy. These wines are menat to be enjoyed with family & friends.
Our strategy is to become regionally known and respected, then branch out to Texas-wide distribution via key cities and then nationwide niche recognition, competing with the best American wines.
We started by defining East of West’s 4 C’s: Competition, Consumer, Company & Culture.
To truly differentiate, we had to understand two things:
(1) who we are
(2) who we serve.
This helped define our sweet spot — where familiarity meets surprise and where trust meets novelty.
We workshopped brand founders and stakeholders through a number of exercises to align on the brand’s personality & archetype, deciphering and prioritizing that drive at the center of everything the brand said and did.
East of West is an Explorer. We love Texas. We come from a long line of explorers, pioneers anx homesteaders, who are given by a yearning for freedom that only comes from finding your own way, working with your own hands.
Finally, we looked for cultural touch points that might help cut through the clutter and resonate a unique story with our audience at the right time and place. Fresh twists on classics.
We played with the historic themes of the town and state through the lens of Texas: Modern – an inspired refinement of the past.
A friendly rivalry has emerged between Texas and California over the last few years, as the flow of residents reversed direction for the first time in generations.
But the relationship has deeper roots in our national psyche. Mid-century Hollywood is still the filter by which most Americans think of Texas.
Whether your favorite cowboy was Paul Newman, James Dean or John Wayne they each had a style that combined the best of both worlds.
Films like Hud or Giant presented a modern, sophisticated cool with the earthiness of the everyman.
The elevation of the everyday.
Deliverables
Brand Strategy
Go To Market Strategy
Creative Direction
Identity Design
Copywriting
Special Thanks To:
The Mechell Family & East of West Vineyards
Client
West Comma Texas, Paul Newman & James Dean
For The Inspiration
Results
82% sell-through on first week of launch
99% of local West Comma Texas residents were present to support EoW Release Party
Acquired retail distribution
The Journey So Far
2020-Present
2018-2020
2016-2017
2014-2016
2013-2014
2003-Present
2010-2013
2004-2010
2002-2004
1998-2002GOT A PROJECT OR OPPORTUNITY BREWING?