brand
Church & State

Agency
Brandever

Discipline
Packaging, Art Direction, Brand Identity, Copywriting

In 2012, Church & State had a big problem at hand: they had overproduced one of their best selling wine blends. Firmly believing that consumers do judge a wine by its label, we decided to customize 500+ labels with relatable sayings for every mood and occasion. These cheeky labels resonated well with the market, and Church & State saw a 200% increase in sales. These wines don’t just start conversations, they are each a statement in themselves, and have completely disrupted the way consumers prioritize labels versus vintage.

© Karen Poon 2020