Chateau Ste. Michelle
brand campaign


The oldest and largest wine maker in the relatively new wine region of Washington State was beginning to lose market share to the pack of newcomers. While respected for consistently making some of the best wines in Washington, CSM suffered from a lack of a brand personality and dwindling awareness. In order to enliven its appeal and drive demand, we turned to the art of hand-drawn, botanical journals of the 18th century.


the voice is dry with a hint of fruit
The concept was able to evoke an appropriate sense of tradition and position the brand on par with the wines of Bordeaux and Burgundy, while allowing for an irreverent, contemporary wit that would raise some eyebrows. The campaign was placed in food and wine consumer publications as well as wine trade pubs. The result was an invigorated perception of a truly deserving product and a steady increase in case volume sales over the course of the four-year run.