Total Wine & More - Borrasca Campaign
The Challenge
Borrasca's packaging already had strong shelf presence, driven by its distinctive glitter-inspired label treatments and bold visual personality. The challenge was to create a campaign that amplified these unique packaging elements while increasing brand visibility, strengthening product recognition, and helping the brand stand out in a highly competitive retail environment. I needed customers to perceive Borrasca as premium, celebratory, and gift-worthy.
The Approach
I developed a campaign that embraced Borrasca's signature glitter-like labeling as a core visual asset rather than simply a packaging detail. The creative system extended the shimmering textures, reflective effects, and premium aesthetic across campaign materials to create a cohesive brand experience. Bold typography, vibrant color applications, and product-focused compositions were used to reinforce shelf impact while highlighting the brand's energetic and approachable character. The resulting creative translated the packaging's distinctive look into a scalable visual language across digital and retail touchpoints.
The Outcome
Strengthened shelf presence through a campaign that amplified the brand's existing visual equity.
Increased product visibility and recognition across retail environments.
Created a cohesive connection between packaging design and marketing communications.
Enhanced the premium perception of the brand through a distinctive visual system.
The campaign creative demonstrated lasting effectiveness, with Borrasca products continuing to maintain strong visibility and recognition in stores long after launch.
Established a reusable design system for future campaigns
Remained in market beyond the initial launch period
Led a visual direction for a multi-channel campaign spanning digital, email, social, and in-store experiences.
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Borrasca's packaging already had strong shelf presence, driven by its distinctive glitter-inspired label treatments and bold visual personality. The challenge was to create a campaign that amplified these unique packaging elements while increasing brand visibility, strengthening product recognition, and helping the brand stand out in a highly competitive retail environment. I needed customers to perceive Borrasca as premium, celebratory, and gift-worthy.
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I developed a campaign that embraced Borrasca's signature glitter-like labeling as a core visual asset rather than simply a packaging detail. The creative system extended the shimmering textures, reflective effects, and premium aesthetic across campaign materials to create a cohesive brand experience. Bold typography, vibrant color applications, and product-focused compositions were used to reinforce shelf impact while highlighting the brand's energetic and approachable character. The resulting creative translated the packaging's distinctive look into a scalable visual language across digital and retail touchpoints.
-
Strengthened shelf presence through a campaign that amplified the brand's existing visual equity.
Increased product visibility and recognition across retail environments.
Created a cohesive connection between packaging design and marketing communications.
Enhanced the premium perception of the brand through a distinctive visual system.
The campaign creative demonstrated lasting effectiveness, with Borrasca products continuing to maintain strong visibility and recognition in stores long after launch.
Established a reusable design system for future campaigns
Remained in market beyond the initial launch period
Led a visual direction for a multi-channel campaign spanning digital, email, social, and in-store experiences.
Design Thinking
Created a premium campaign centered on celebration and discovery. Glitter effects added energy and visual excitement, while the angled bottle composition created movement and drew attention directly to the product. Rich blues, magentas, and gold reinforced the wine's upscale positioning, and elegant typography balanced sophistication with clear communication.
Glitter = celebration
Colorful background accents = premium
Motion = excitement
Elegant typography = sophistication
Designing for Immediate In-Store Impact
Retail environments present only a few seconds to capture customer attention, making visual clarity and product recognition critical to the campaign's success. I designed compositions that prioritized the bottle as the hero while surrounding it with energetic visual elements inspired by the packaging itself. High contrast color palettes, oversized typography, and dynamic layouts helped create visual interruption within crowded wine and spirits environments. By extending the distinctive shimmer and celebratory personality of the label into signage and displays, the creative strengthened shelf visibility and made the brand instantly recognizable from multiple points throughout the store.
Building a Unified Multi-Channel Experience
A key objective was ensuring customers encountered a consistent brand experience regardless of channel. The visual system was intentionally developed to scale across email, digital advertising, social media, website placements, and in-store executions while maintaining a strong connection to the packaging. Rather than creating separate creative concepts for each platform, I established a flexible framework of typography, color, imagery, and texture treatments that could be adapted to varying formats. This consistency helped reinforce campaign recognition and strengthened the relationship between marketing communications and the physical product experience.
In-Store Video
I created the visual direction and key design assets that served as the foundation for an in-store video experience. The creative was handed off to an agency for motion execution and deployed across retail displays, helping translate the campaign into an engaging format that captured shopper attention and strengthened product awareness.
Creating a Scalable and Lasting Design System
Beyond supporting a single campaign launch, the creative approach was designed as a long-term brand asset. By establishing a repeatable visual framework rooted in Borrasca's strongest packaging elements, the campaign provided the brand with a scalable system that could evolve across future product promotions and seasonal initiatives. The creative remained effective well beyond its initial rollout because it amplified existing brand equity rather than relying on short-lived trends. As a result, the campaign strengthened premium brand perception, maintained visibility in-market, and provided a foundation for continued growth across retail and digital environments.
Cross-Functional Collaboration and Creative Alignment
The campaign was shaped through close collaboration with art directors, marketing stakeholders, merchandising teams, and channel owners to ensure the creative vision translated effectively across every customer touchpoint. Working alongside these partners, I helped balance brand objectives, retail requirements, and customer needs while maintaining visual consistency throughout the campaign. Regular feedback sessions allowed us to refine messaging, optimize layouts, and adapt creative assets for different formats without losing the core identity of the brand. This collaborative process ensured that the final campaign was both strategically aligned and visually impactful.
All Signage was deployed across 250+ retail locations at Total Wine & More