Joseph Phelps
The Catalyst for change
Joseph Phelps winery is one of the stalwart icons of Napa Valley. Founded in 1973, with a no-compromise philosophy, the winery's dedication to craft and thoughtful blending has served as a qualitative benchmark for Californian winemaking.
In 2023, Joseph Phelps achieved two big milestones. The winery’s celebration of its 50th anniversary, and being acquired by Moët Hennessey. The Joseph Phelps team lacked content, so they often repurposed old materials for digital marketing. They needed fresh content and a strategy to support growth and brand awareness. Joseph Phelps wanted to retain tradition and family legacy in their storytelling, while modernizing the brand for a new consumer. As a luxury brand we needed to create elevated content that aligned with their brand positioning.
How we did it
The Studio Cultura team worked with Joseph Phelps strategically to create a content plan based on key messaging they wanted to communicate. We worked closely on the art direction in order to elevate the brand and align with their positioning. We produced a 2-day production in order to accomplish our goals and set Joseph Phelps up for their success.
celebration
the narrative
We created a campaign around friends and family gathering around a table and savoring a glass of Joseph Phelps as it should be enjoyed. Community and connection was a key message that we wanted to convey in our campaign. We used organic materials and kept it simple and sophisticated but played with shaping the light to draw your eye to the details in the label. We wanted to create an immersive experience with food pairings focusing on using only the best ingredients in the nearby regions.
A reason to cook,
living with family and friends,
gathered around a table
