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Home  Design
& Branding Brand
Identity Packaging Beaulieu
Vineyard
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Beaulieu Vineyard
Centennial Celebration Multimedia Package
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| BV archives revealed
a rich inventory of historic images vital to telling
their amazing story. |
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The Challenge
A centennial anniversary marks a momentous event in any
industry, especially in the California winemaking business.
Beaulieu Vineyard (BV) had enjoyed 100 years as a vintner
in the Napa Valley and the time was right to celebrate
this special event in a unique way. Fathom was called
upon to create a package that would address this special
event. The end result would be a promotional piece that
would be distributed to a select group of BV friends
and customers. With only eight weeks to complete the
project, Fathom was given full access to BV's history,
winemakers, management and founding family.
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| Functionalities were
built allowing CD users to navigate easily throughout
the story. |
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The Process
We determined that a "treasure chest" of BV's
history in the form of an historic book would be the package
to deliver our message. Inside, the recipient would have
access to a book and interactive CD where they were able
to experience all the history and passion behind BV's wines.
In addition, the gift box held a premium bottle of Pinot
Noir Reserve.
Our creative team began by interviewing current
winemakers and the former family owners. During these
interviews, a rich history of winemaking, Prohibition,
and the Napa
Valley began to reveal itself. As this fascinating story
unfolded, we realized that we would be the first agency
entrusted with telling the story.
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The BV story was
rich with imagery and sound. Historic photographs combined
with voice overs simulating early winemakers allowed
users to travel back in time,
giving the CD great impact. |
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The Solution
Only 1,000 of the gift boxes were
created, each stamped with a unique serial number,
and mailed to a select
group of distributors, clients, fellow vintners,
the press, editors, and analysts. Each was invited
to a special event, celebrating BV’s 100-year
anniversary. An ad featuring the gift box was created
for various industry publications as well as the
package being featured in other marketing promotions.
By implementing an integrated marketing communications
approach, BV was able to maximize its budget and
meet its objectives throught this unique package. The
gift box design received the award for best package
by Advertising Professionals in 1999. |
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