Winc Print
New Member Box Insert 2022
In an effort to create a connection and a better understanding of Winc’s “drinking buddy” persona, I worked with an Art Director to create an insert that members would receive in their very first box. This introduced new members to Winc with a warm welcome while also reiterating Winc’s value propositions and highlighting its core brands.
VALENTINE’S DAY 2021
I worked with the Marketing team to enhance the overall unboxing experience by creating fun, strategic, and engaging additions to the wine itself. During the month of February, Winc merchandised a Valentine’s Day pack for members. This came at a time when people had been distanced from loved ones, and we wanted to find a way to enable members to still send their love even if it had to be from afar. Once a member purchased the Valentine’s-themed pack, they received this series of nostalgic postcards in their box to send and share the love with.
Valentine’s Day 2021
In addition to Winc’s regular membership box experiences, we also worked with influencers to increase reach by creating custom unboxing experiences to share on their channels. Assuming the typical ‘date night’ would look different during a pandemic, we encouraged our influencer network to strike up a different conversation by taking a trip down memory lane back to their most cringe-worthy dating experiences. To get the ball rolling, we shared our own true story first.
Holiday Campaign 2020
Winc’s holiday campaign Season’s Greetings focused on connectivity with friends and family from afar. In the heat of the pandemic, the holidays brought even harder times for many, forcing people to miss their favorite part of the season — togetherness. We wanted to create a way for members to spread cheer from a distance with our very own series of positive and playful holiday grams. The concept carried on for two months on social channels as well.
Membership Box 2020
As part of a refresh effort, I worked with an Art Director and Creative Director to rethink our membership box. With the goal being to generate intrigue throughout the entirety of its journey, we developed a series of 3 boxes to roll out seasonally with bold colors and catchy phrases. Not only does it stand out from more generic packages from the outside, but the inside features hidden messages to discover as members unbox their way through.
freeform partnership 2019
Winc partnered with Freeform during the month of October for a Halloween campaign. Winc wines were paired with the iconic shows and movies featured in their annual 31 Nights of Halloween. The featured wines arrived in a custom Freeform branded box with this bingo game as an effort to keep customers engaged during the month-long program. Other extensions included blog posts, emails, and interactive Instagram stories.
Holiday Campaign 2019
Winc’s 2019 holiday campaign Fill Up With the Good Stuff celebrated the moments in-between the madness. After all of the lists have been checked, gifts have been gifted, and chaos has settled, this is when the real feast begins. The catching up, the stories, the games, the nostalgia — these are the moments we live for and the ones that really make us feel ‘full’. By taking a relatable approach, we focused on the inevitable and unavoidable scenarios that go down at any family gathering — the ones you love to hate and hate to love.
Valentine’s day 2020
Made in partnership with NYT best-selling poet Atticus, Lost Poet is one of Winc’s core brands. It’s known for its creative and loving spirit, which makes it the perfect wine to feature during the month of love. While Lost Poet was the main merchandising focus for the month, we also personified other wines by pairing them with all 12 zodiac signs to create a fun-loving horoscope reading for all members to engage with.
Summer Feature 2019
Chop Shop is a crowd-favorite at Winc. Its juicy, full-bodied characteristics prove to be the perfect complement to any summer grilling activity. This insert not only features the showstopping wine and all of its mouthwatering goodness, but it encourages members to bust out their chef hat for a backyard BBQ with a layer-by-layer guide to the ultimate classic burger.
Summer Water Campaign 2020 may newspaper
For Summer Water’s flagship seasonal program during the 4 months of summer, I worked with a design partner to create interactive in-box newspapers for members to engage with during the first Covid summer. Each month highlighted a different brand in the Summer Water Family while giving inspiration on how to make the most of a socially-distanced summer.
