AUSTIN WEST

Wine Industry

The transformation of grapes fermented into a liquid, preserved into a bottle and sold to consumers in a highly competitive market, requires not only highly creative talent and intellectual acumen, but also a diverse mix of wine knowledge, strategic brand marketing, and innovative product packaging expertise.

The wine package is best understood as an experience in four dimensions: two-dimensional example of graphic, visual, and fine art; a three-dimensional sculpture; and a theatrical event that unfolds as a process through time. A multidimensional experience involving all the senses, it is time spent in the company of friends that makes the wine label and packaging unique.

The wine label is part story telling, part symbol, and part advertisement. The identity of a wine is revealed or concealed primarily through its package. Every day millions of bottles are acquired based solely on the desirability of their design. With other luxury goods the package simply complements the product, but with wine, the package provides the only sensory clues about what lies within. A wine’s package design influences your buying decision, shapes your drinking experience and is the only memento left at the end of the last glass.

Between myself, my immediate family and my extended family combined, we have worked and lived in both the Sonoma and Napa counties for over 125 years. My passion and love for the wine industry, drinking wines, the wine culture, the people who work in the wine industry are an innate part of who I am today. Either directly or indirectly the wine industry has become part of my DNA, my lifestyle, and passion. These are a few of the main reasons why I love working in this field, locally, regionally, nationally and globally.

Freemark Abbey Winery – Lineage Vineyards

Position: Brand Director & Creative Director

Project Name: Wine Label: Name, Logo, Label

Project Scope: Marketing Strategy for Private Label, Product Naming, Trademarking, Logo Design, Brand Strategy, Branding, Label Design, Cork and Carton Design, Digital Print Production, Press Checks and Bottling Line Label Checks.

Allied Domecq – Buena Vista Wines – Wine Label

Position: Brand Director & Creative Director

Project Name: Wine Label ReBrand, ReDesign

Project Scope: New Brand Marketing Strategy, New Brand and Branding ReDesign Including: Logo ReDesign, Brand Values, Brand Essence, Brand Positioning, Brand ReLaunch, Project Managed R&D: Bottle Shape, Glass Color, Cork, Carton Packaging, Digital Design, Print Production and Vendor Coordination.

Allied Domecq – Buena Vista Wines – Brochure

Position: Brand Director & Creative Director

Project Name: Geography of Greatness, Brochure

Project Scope: Brand Marketing Strategy and Programs, Brand and Branding ReDesign Including: Logo ReDesign, Brand Values, Brand Essence, Brand Positioning, Design and Print Production Management, Vendor Management.

Allied Domecq – Buena Vista Wines – POP, POS

Position: Brand Director & Creative Director

Project Name: POP, POS Merchandising Materials

Project Scope: New Brand Marketing Strategy, New Brand and Branding ReDesign Including: Logo ReDesign, Brand Values, Brand Essence, Brand Positioning and Brand ReLaunch, POP Bottle Rack Design, Print Design, Digital Print Production and Vendor Management.

Allied Domecq – Buena Vista Wines – POS

Position: Brand Director & Creative Director

Project Name: POS Presentation Materials

Project Scope: New Brand Marketing Sales Programs & Materials, New Brand and Branding ReDesign Including: Logo ReDesign, Brand Values, Brand Essence, Brand Positioning and Brand ReLaunch, Digital Design, Print Production and Vendor Management.

Allied Domecq – Buena Vista Wines – POS

Position: Brand Director & Creative Director

Project Name: POS Presentation Materials

Project Scope: New Brand Marketing Sales Programs & Materials, New Brand and Branding ReDesign Including: Logo Redesign, Brand Values, Brand Essence, Brand Positioning and ReLaunch, Digital Design and Print Production Management, Vendor Management.

Allied Domecq – Haywood Wines – Label Design

Position: Brand Director & Creative Director

Project Name: Haywood Wine Label, ReFresh

Project Scope: Marketing Brand & Wine Label Research: Focus Groups, Brand Marketing Strategy and Programs Refresh, Brand and Branding ReFresh Including: Label ReFresh, Brand Values, Brand Essence, Brand Positioning, Design and Print Production Management, Vendor Management.

Allied Domecq – Haywood Wines – Label Design

Position: Brand Director & Creative Director

Project Name: Haywood Wine Label, ReDesign

Project Scope: Marketing Brand & Wine Label Research: Focus Groups, Refresh Brand Marketing Strategy and Programs , Brand and Branding ReDesign Including: Label ReDesign, Brand Values, Brand Essence, Brand Positioning, Design and Print Production Management, Vendor Management.

Allied Domecq – Brancott Wines – Label Design

Position: Brand Director & Creative Director

Project Name: Brancott, Wine Label ReFresh

Project Scope: New Brand Marketing Strategy and Branding ReFresh for New Zealands largest winery Including: Logo ReFresh, Brand Architecture, Brand Essence, Brand Positioning and ReLaunch, Digital Design, Print Production and Vendor Management.

Armida Winery – Antidote Wine Label

Position: Brand Director & Creative Director

Project Name: Wine Label ReDesign, ReFresh

Project Scope: New Logo Design, Label ReDesign, Typography Design and Type Development, Color Palette ReFresh, Digital Design Layout and Digital Print Production.

Meridian Winery – POS Brochure

Position: Brand Director & Creative Director

Project Name: POS Brochure

Project Scope: Brand Design Strategy, Creative Concept Strategy and Development, Brochure Design and Visual Layout and Execution, Art Direct Photo Shoots, Photo Editing, Copy Content Management, Project Managed Digital Design Layout, Print Production and Vendor Management and Logistics.

Meridian Winery – POS Brochure

Position: Brand Director & Creative Director

Project Name: POS Brochure

Project Scope: Brand Design Strategy, Creative Concept Strategy and Development, Brochure Design and Visual Layout and Execution, Art Direct Photo Shoots, Photo Editing, Copy Content Management, Project Managed Digital Design Layout, Print Production and Vendor Management and Logistics.

Allied Domecq – Mumm Napa – Sparkling Wine

Position: Brand Director & Creative Director

Project Name: POS and PR Materials

Project Scope: Brand Design Management, Digital and Production Design Management, Including: POS and POP Trade Materials, Design, Vendor Management, Copy Content Management, Digital Layout Design and Print Production, Press Checks, Vendor Management and Logistics.

Allied Domecq – Mumm Napa – Sparkling Wine

Position: Brand Director & Creative Director

Project Name: POS Trade Merchandising Materials

Project Scope: Brand Design Management, Digital and Production Design Management, Including: POS and POP Trade Materials, Design, Vendor Management, Copy Content Management, Digital Layout Design and Print Production, Press Checks, Vendor Management and Logistics.