A wine brand as a cultural environment
Mantra Estate
Role
Creative Director / Head of SMM
01Wine & lifestyleMantra EstateA selection from the project’s visual materials.
01 / Context
The challenge was not simply to talk about wine, but to build a distinctive cultural territory around the brand — with its own language, characters, aesthetics and rituals.
02 / Challenge
What needed to change
Bring product expertise, production culture and contemporary lifestyle together in a coherent brand image that could be developed consistently across every channel.
03 / My role
My contribution within the wider team effort
Defined the communication strategy and the principles of the editorial system.
Developed the Tone of Voice, content architecture and visual direction.
Led copy, photo and video production, and ambassador collaborations.
Developed events, partnerships and special projects.
04 / Strategic solution
Move communication beyond product messaging and into the territory of lifestyle, production culture and a thoughtful relationship with wine.
05 / Execution
Areas of work
Communication strategy
Content architecture
Tone of Voice
Visual direction
Photo and video production
Ambassadors
Events
Partnerships
06 / Outcome
Built a unified communication system.
Established a distinctive Tone of Voice.
Connected product, cultural and lifestyle narratives.
Created a system of recurring and special formats.
Established a consistent visual direction for content and production.