The Next Chapter

Challenge

American wine brand 1000 Stories asked DAf for a new key visual for a creative upgrade that remained faithful to the brand’s style. We needed to incorporate several key elements of the brand’s story, including a new call to action, into one simple image that would be easy for consumers to recognize as 1000 Stories even in export markets where they are still building the brand.

Key Visual

This key visual features 1000 Stories’ bison – present on the label and the beneficiary of the brand’s conservation partnership – reimagined in wood from bourbon barrels. This allows us to instantly connect to the 1000 Stories brand thanks to the iconic animal figure while at the same time highlighting an important and unique part of the company’s winemaking process, bourbon barrel aging. Because 1000 Stories is focused on continuing to grow its brand recognition in its European export markets, we used a simple background in a color and texture that are both part of the brand’s identity. This background acts as a bridge between previous key visuals and the new one and also allows the bison to stand out.

The call to action “Uncork your next chapter” literally invites consumers to open a bottle of this wine, alluding to how doing so can be the start of something bigger in our lives, whether because we are celebrating a milestone or simply enjoying an evening. This invitation also makes reference to the brand’s name, tying everything together. The inclusion of two wine bottles serves to further reinforce brand recognition and to highlight two varieties chosen by the client.

In addition to the main key visual, we provided a second version of the bison against a “dusty” background that gives the impression of movement. This was requested for use by the client in a market where the brand is already well-known and serves as an example of how the initial, very direct key visual can be used as a base for future creative evolution.

POS

One consideration during the overall design process was the need to respect 1000 Stories’ color palette while creating something that would stand out on dark shelves in-store. The resulting translation of the key visual to POS applications allows for immediate brand recognition on the eye-catching red background. We also were able to adjust the claim to respond to specific needs, such as events or holidays such as Father’s Day.

AI PROCESS

DAf used AI tools to create the wooden bison that is the center of this key visual, combining the best of computer technology and human talent to work through various iterations and reach a final result that feels alive.