This has a little fun with the archetype process. The process doesn’t end with a strategic plan but is embraced by our creative POV as well. We wanted to find something that demonstrated, in a tangible way, how we integrate strategy and creative archetypically.


Enter wine. Wine has very distinct personalities that can be described archetypically so we did what any creative department would do—drank wine while working on a concept for each archetype. Design, art direction and voice are all carefully built around each archetype.