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El Pino Club

Agency: Doubleknot Creative
Creative Principal: Jim Carey
Creative Direcor: Jim Craig
Senior Designer: Susan Phillips
Senior Designer: Vanessa Garbini
Account Executive: Kelsey Carey
Brand Strategist: Zak Menkel
Location: United States
Project Type: Produced
Client: Foley Family Wines
Product Launch Location: Global
Packaging Contents: Wine
Packaging Substrate / Materials: Glass, paper label, cork
Printing Process: Offset Lithography

Oh boy was this a fun one. El Pino Club isn’t so much a wine brand as it is a fan club for Pinot afficionados. It’s a curated collection of Pinot Noir (and some Pinot Gris) from different producers and different regions. This is a full-throated celebration of this varietal in all its forms and with all its quirks. The challenge was to create a shapeshifter brand that could morph to reflect the unique wines in the portfolio and elevate the different flavors and regions. Our client was clear from the beginning that the only thing we absolutely could not do was be conservative.

Step one was naming. We dug deep into the stories and terroir of the initial SKUs to find names that were bold and unexpected while telling a unique story about the growing region or flavor profile. We then dove into label design, exploring wildly different looks, anchored by the core brand, which is based on a rad vintage neon sign. Every facet of the brand is oozing with personality, just like the grapes they represent. It’s an invitation to Pinot lovers and the Pinot-curious to discover the multifaceted personality of this quirky grape.

We created El Pino Club because we freaking love Pinot. It’s fickle, it’s funky, it defies expectations, and we wouldn’t have it any other way. We curate exceptional Pinot Noir from around the globe, so that you can see the world through the eyes of this wonderful little grape.

Every member of El Pino Club is a unique and lovably-quirky character, bursting with personality, and undeniably true to itself. As individual cast members, they are an ode to the lands and the hands that produce them, and as an ensemble, they celebrate the full range and charm of this legendary varietal.





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