The Seeker is a globally recognized wine brand crafted by quality-driven, hands-on winemakers. With 65 years of experience, it is brought to you by a family company with strong relationships with family wineries worldwide. Their top-quality wines are discovered in the best grape-growing regions, transcending borders and trends. The Seeker is committed to sustainability, utilizing lightweight, recyclable packaging materials sourced locally.
Our mission was to help them better tell their sustainability story in a more fun & engaging way. We wanted the younger generation to see something exciting and relatable that would grab their attention and help them differentiate them from others.
Challenge
Since sustainability is a talking point for many wine brands, it's hard to stand out. It was especially important since they were some of the first to take a sustainable initiative and they want to be viewed as a leader in that aspect. Outcome
The brand wanted to leave a lasting impression so that restaurants and wine shops would have something memorable to share when selling to restaurant guests and shop customers.
Services: Brand Strategy, Creative Direction, VFX
THE GOAL
Their mission was updating their content to reflect their core values and brand messaging. The expectation was that this would lead to increased brand awareness and improved sales, and new partnerships.
Our mission was to help give them creative direction and design content to reflect their fun and historic brand identity across all outlets.
THE CHALLENGE
They felt that their brand's sustainability efforts, which have been a staple of their existence, had fallen on deaf ears and wanted to reignite the spark. There are so many wines that say they are sustainable on their label or offer some sort of messaging. The Seeker wanted to help their brand stand out in a more unique way.
DEVELOPING THE creative direction
The Seeker wines are known for the the following sustainable practices:
- Lightweight glass, recycled and recyclable
- Locally sourced packaging materials
- Wineries operating sustainably only
We then looked at their branding:
- Their tag line is: Seek Adventure!
- Their labels feature fantastical flying machines
- The brand symbolizes exploration and their search for the world's best wine regions
We brainstormed ways to make this brand come to life. Could we use the airship somehow? How can we represent their packaging in a sustainable way? The ideas started flowing.
We started our research, and it was obvious.
Sustainable wine is marketed in such an uninspiring way...
We realized we would need to be bold and just like them, seek out a new path to help showcase what they stand for and how innovative they can be, not just with wine, but their marketing approach.
We decided to lean into those elements and that would set the landscape for all the creative and production work that would follow.
CREATING THE CONTENT
We laid out the priorities:
One video to showcase the flying ship, and build a sustainable narrative around that.
The other video to showcase their bottle in a unique way that would easily link a sustainable message to that.
THE Flying ship video
We put together a moodboard to get an idea of a theme. There was something about Blade Runner 2049 that set this brand as the future and played into the idea of them being a thought leader. We looked at several different vineyards and also pulled up every airship that we could find. We eventually landed on a vineyard and airship that felt right. We liked the idea of the airship intimately being in the vineyard, as though someone could be looking over their land, maybe going on a tour, or just using it as sustainable transport. We didn't want the distraction of a person or character and that would allow the airship and vineyard to be the focal points.
Through all of this, we were able to tie in the idea of The Seeker's brand identity and sustainability in a cohesive fashion.
INSPO
THE sustainable packaging video
We all knew this would be a much harder undertaking. How do you make a wine bottle interesting. Do we make it feather-light? Do we have it in the clouds. Is there a different way to approach this? Sometimes, it's not just the individual item that makes an impact. It can be what it is associated with and also the role it plays in relation to those other elements.
The idea of having the wine bottle in the vineyard seemed to resonate. But how do we make that interesting? Well, by blowing it up so that it is supersized, that creates something unique. Still, not interesting enough. I've seen campaigns with that idea.
We're talking about sustainability... packaging... isn't transport an element of this? What if we had the wine being transported? Better yet, what if it was being transported by another sustainable brand, like Tesla's semi? Scandalous! I know, but also that could be interesting. Do we have a thousand small bottles being transported, and then it's just a truck driving cases of wine in a vineyard? I'm losing interest. What if this sustainable semi was a tanker truck, but instead of fuel or some toxic chemical, it had a GIANT bottle of wine in it's place, almost like a milk truck. And through it's clarity and lightweight appearance, we promote that characteristic of the packaging? THAT'S IT!
Through all of this, we were able to tie in the idea of The Seeker's brand identity and sustainability in a cohesive fashion.
THE Results
The Seeker has enjoyed a refreshing, memorable rollout of it's new sustainable messaging.
This concept brings a fun, imaginative approach to their world of wine and the story they yearned to tell.
With the new content the improved aesthetics drastically, and they have improved brand confidence to their distributors who can now leverage this true mark of differentiation from competition.
WANT TO WORK WITH US?
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