disco fever in a bottle!

THE GOAL: reposition wonderwerk, a natural wine brand, as a lifestyle brand

THE PROBLEM: wine is boring. it’s always been a stationary, slow, “sit-down-and-relax,” kind of drink.

THE SOLUTION: wine with a pulse. where other wine marks the end of the party, wonderwerk is just getting started.

fomo-inducing artist collabs, eye-catching out-of-homes and true-to-brand social behavior make wonderwerk the lifestyle brand of choice in the wine aisle.

Collection of novelty items including four colorful toy lollipops, two bottles of wine, a pink bottle-shaped sparkly case, a pink and purple pulse radio, a bunch of bananas, and a pink zippered bag.
A dark indoor concert or dance event with silhouettes of people dancing in front of a stage with red lighting. Overlaid text describes a wine brand and experience.

art director: malcolm rose

copywriter: samantha khan

strategist: mccenzie murphy

product strategist: benn patara

A bottle of Wonderwerk 'Dance Juice' drink with a white label, a crushed metallic container labeled '365 PARTYGIRL,' a vinyl record, and a smartphone displaying a woman holding a glass of wine in a room with a bottle of 'CLUP' wine on the table, all set against a green background.

traditional wine kills the party. wonderwerk is the life of the party!

we pitched charli xcx among other moment makers to define wonderwerk as the must-have good time wine.

A table with a bottle of wine in the foreground, surrounded by greenery. A quote about wine and a logo for Wonderwerk House of Fermentation are overlaid on the image.
A dimly lit living room with a large window showing city lights at night. There's a couch, a side table with a lamp, a bottle of wine with a colorful label, and speakers. The image features an overlaid quote about a cat and wine, with the logo 'Wonderwerk House of Fermentation' at the bottom.

i provided copy for our manifesto & out-of-homes, tone of voice guidelines, & strategic set-up.

Two illuminated advertising posters on a wall. The left poster features blurry images of people at an outdoor event with colorful lights, along with text promoting wine for vibrant moments, wherever you're moving. The right poster shows an indoor scene with a living room, television, and a wine bottle on the table, with overlaid pink and purple text about reminiscing and feeling loved, titled 'Wine with a Pulse.'

full pdf here