FLAT ROCK CELLARS
The Challenge: Six-years after Flat Rock Cellars opened its cellar doors, owner Ed Madronich wanted to explore an evolution of his brand’s marketing materials. Flat Rock already represented an exceptional, approachable wine experience. But he wanted to bring a bolder voice to the brand and knock down perceived barriers to enjoying wine – the myths that traditionalists create that make wine feel daunting.
The Solution: I worked with Ed and his team to create a brand blueprint clearly defining the brand and its characteristics. This led to the development of a “rant” that sets up the Flat Rock philosophy. It encourages people to not be sheep – to get out, experiment and discover what they like – not just accept from experts what they are told they should like. Clean layouts, copy that doesn’t talk over the consumer’s head and custom photography contribute to the overall feeling of quality and approachability.
WHAT DOES ED THINK?
“Karen did a great job of translating my vision. The brand blueprint helped us all get on the same page. She was able to unify our contrasting messages. I think that we were able to strike a good balance between bold, approachable and quality – a challenging task for wine.”
- Corporate brochure
- Wine case design
- Pull up banners
- Print ad