NEW PROGRAM CONSTRUCT + NEW WEB PAGE
Commercial Strategist & Art Director: Albert Hsieh, CONSULTALBERT
Production Designer: Michael Troller
The Work Vineyard Club allows loyalists and wine collectors alike to experience the best of this special Napa Valley estate. Each Club tier offers a curated experience, preferential pricing, and access to sought after wines. Aligned with the vintners values, the brand naturally promotes and prioritizes family above everything else - and once you join the Work Vineyard Club, you are family.
In-line with Work Vineyard's vision to become a prominent direct-to-consumer wine brand, Work Vineyard partnered with CONSULTALBERT to revamp the brand's club program and introduce a refined commercial structure and tailored experience.
NEW CREATIVE ASSETS
Reconstructing the Work Vineyard Club began with deconstructing the existing program by customer value and future allocations. Through extensive research and a competitive analysis, it was CONSULTALBERT's recommendation to grow the existing program from three Club tiers to four, which both lowers the barrier of entry and retains exclusivity for our most loyal members.
The Club's new look-feel adds additional focus on the brand's newly-minted diamond logo - which features our cheerful man donning a sun hat, gazing positively ahead. The notions of our new Club tiers celebrate the art of collecting and exchanging goods. Each Club tier name draws influence from history during a time when sellers and buyers, experts and collectors, and members of the sailing world would make acquiring their craft.
A new and dedicated webpage has been developed to celebrate the start of this new Club program. The new webpage is a stand-alone brand experience within the main site which highlights each new Club tier, benefits, and allotments. The page also features more rich content and photos of the program.
Visit at workvineyard.com/club