FRATELLI VINEYARDS
FRATELLI
VINEYARDS
FRATELLI
VINEYARDS
FRATELLI VINEYARDS
Communication
Communication
Communication
Interface
Interface
Interface
Brand
Brand
Brand
Role
Role
Role
Creative Director
Creative Director
Creative Director
In-house
In-house
In-house
Fratelli Vineyards
Fratelli Vineyards
Fratelli Vineyards
Year
Year
Year
2020-22
2020-22
2020-22
Communication
Interface
Brand
Role
Creative Director
In-house
Fratelli Vineyards
Year
2020-22
The Brief
The Brief
The Brief
The Brief
Homegrown Brand on a Global Stage
Homegrown Brand on a Global Stage
Homegrown Brand on a Global Stage
Homegrown Brand on a Global Stage
Fratelli Vineyards is a proudly Indian wine brand with an ambitious vision: to create wines that stand shoulder to shoulder with global labels while remaining rooted in Indian soil and cultivating a landmark wine region in India for the world. A brand unlike any in India, Fratelli boasts a 240+ acre estate vineyard and an in-situ, state-of-the-art winery, producing of over forty SKUs that cater to a wide range of price points and customer segments. The company's offerings span multiple business verticals, including retail, hospitality, events and partnerships. When I came in, the brand had strong foundations but lacked a unified visual brand and strategic brand marketing direction.
Fratelli Vineyards is a proudly Indian wine brand with an ambitious vision: to create wines that stand shoulder to shoulder with global labels while remaining rooted in Indian soil and cultivating a landmark wine region in India for the world. A brand unlike any in India, Fratelli boasts a 240+ acre estate vineyard and an in-situ, state-of-the-art winery, producing of over forty SKUs that cater to a wide range of price points and customer segments. The company's offerings span multiple business verticals, including retail, hospitality, events and partnerships. When I came in, the brand had strong foundations but lacked a unified visual brand and strategic brand marketing direction.
Fratelli Vineyards is a proudly Indian wine brand with an ambitious vision: to create wines that stand shoulder to shoulder with global labels while remaining rooted in Indian soil and cultivating a landmark wine region in India for the world. A brand unlike any in India, Fratelli boasts a 240+ acre estate vineyard and an in-situ, state-of-the-art winery, producing of over forty SKUs that cater to a wide range of price points and customer segments. The company's offerings span multiple business verticals, including retail, hospitality, events and partnerships. When I came in, the brand had strong foundations but lacked a unified visual brand and strategic brand marketing direction.
Fratelli Vineyards is a proudly Indian wine brand with an ambitious vision: to create wines that stand shoulder to shoulder with global labels while remaining rooted in Indian soil and cultivating a landmark wine region in India for the world. A brand unlike any in India, Fratelli boasts a 240+ acre estate vineyard and an in-situ, state-of-the-art winery, producing of over forty SKUs that cater to a wide range of price points and customer segments. The company's offerings span multiple business verticals, including retail, hospitality, events and partnerships. When I came in, the brand had strong foundations but lacked a unified visual brand and strategic brand marketing direction.
As the company expanded, its visual identity and brand communication had become fragmented across products and touchpoints. Fratelli needed a cohesive brand system, storytelling approach, and facelifted marketing communication that reflected the quality of its product and the craftsmanship behind it. The challenge was to elevate perception from “Indian winery” to “premium wine label”, while staying true to its authenticity.
As the company expanded, its visual identity and brand communication had become fragmented across products and touchpoints. Fratelli needed a cohesive brand system, storytelling approach, and facelifted marketing communication that reflected the quality of its product and the craftsmanship behind it. The challenge was to elevate perception from “Indian winery” to “premium wine label”, while staying true to its authenticity.
As the company expanded, its visual identity and brand communication had become fragmented across products and touchpoints. Fratelli needed a cohesive brand system, storytelling approach, and facelifted marketing communication that reflected the quality of its product and the craftsmanship behind it. The challenge was to elevate perception from “Indian winery” to “premium wine label”, while staying true to its authenticity.
As the company expanded, its visual identity and brand communication had become fragmented across products and touchpoints. Fratelli needed a cohesive brand system, storytelling approach, and facelifted marketing communication that reflected the quality of its product and the craftsmanship behind it. The challenge was to elevate perception from “Indian winery” to “premium wine label”, while staying true to its authenticity.
The Intervention
The Intervention
The Intervention
The Intervention
Unifying Craft and Communication
Unifying Craft and Communication
Unifying Craft and Communication
Unifying Craft and Communication
As Creative Lead, I directed the full in-house design function, overseeing every piece of communication that entered the public domain. I managed brand marketing communication and design outputs across retail, events, hospitality, and FnB partnerships, ensuring consistent brand messaging and brand memorability.
As Creative Lead, I directed the full in-house design function, overseeing every piece of communication that entered the public domain. I managed brand marketing communication and design outputs across retail, events, hospitality, and FnB partnerships, ensuring consistent brand messaging and brand memorability.
As Creative Lead, I directed the full in-house design function, overseeing every piece of communication that entered the public domain. I managed brand marketing communication and design outputs across retail, events, hospitality, and FnB partnerships, ensuring consistent brand messaging and brand memorability.
As Creative Lead, I directed the full in-house design function, overseeing every piece of communication that entered the public domain. I managed brand marketing communication and design outputs across retail, events, hospitality, and FnB partnerships, ensuring consistent brand messaging and brand memorability.
My approach combined strategic design intervention with evocative storytelling. I developed strengthened brand messaging for diverse product ranges, consolidating their brand identity and marketing material into a single, recognisable parent brand. This involved redesigning labels and packaging for legacy products, developing packaging and identity for new products (including TiLT) and brand collaborations. I worked directly with vendors, creative agencies, freelancers, production teams, and contractors as brand owner and custodian, to guide and direct every creative expression of the Fratelli brand. My goal was to ensure each touchpoint reinforced Fratelli’s position as a modern, premium, quality-driven brand.
My approach combined strategic design intervention with evocative storytelling. I developed strengthened brand messaging for diverse product ranges, consolidating their brand identity and marketing material into a single, recognisable parent brand. This involved redesigning labels and packaging for legacy products, developing packaging and identity for new products (including TiLT) and brand collaborations. I worked directly with vendors, creative agencies, freelancers, production teams, and contractors as brand owner and custodian, to guide and direct every creative expression of the Fratelli brand. My goal was to ensure each touchpoint reinforced Fratelli’s position as a modern, premium, quality-driven brand.
My approach combined strategic design intervention with evocative storytelling. I developed strengthened brand messaging for diverse product ranges, consolidating their brand identity and marketing material into a single, recognisable parent brand. This involved redesigning labels and packaging for legacy products, developing packaging and identity for new products (including TiLT) and brand collaborations. I worked directly with vendors, creative agencies, freelancers, production teams, and contractors as brand owner and custodian, to guide and direct every creative expression of the Fratelli brand. My goal was to ensure each touchpoint reinforced Fratelli’s position as a modern, premium, quality-driven brand.
My approach combined strategic design intervention with evocative storytelling. I developed strengthened brand messaging for diverse product ranges, consolidating their brand identity and marketing material into a single, recognisable parent brand. This involved redesigning labels and packaging for legacy products, developing packaging and identity for new products (including TiLT) and brand collaborations. I worked directly with vendors, creative agencies, freelancers, production teams, and contractors as brand owner and custodian, to guide and direct every creative expression of the Fratelli brand. My goal was to ensure each touchpoint reinforced Fratelli’s position as a modern, premium, quality-driven brand.
The Outcome
The Outcome
The Outcome
The Outcome
Designing Legacy, Not Just Labels
Designing Legacy, Not Just Labels
Designing Legacy, Not Just Labels
Designing Legacy, Not Just Labels
My work strengthened Fratelli’s visual coherence, enhanced consumer recall, and positioned it as India’s most design-forward wine brand. The unified identity and consistent storytelling helped the company gain recognition, quickly. Within a year, digital engagement more than doubled, and the refreshed brand architecture drove a noticeable rise in visibility and product recognition across domestic and global markets.
My work strengthened Fratelli’s visual coherence, enhanced consumer recall, and positioned it as India’s most design-forward wine brand. The unified identity and consistent storytelling helped the company gain recognition, quickly. Within a year, digital engagement more than doubled, and the refreshed brand architecture drove a noticeable rise in visibility and product recognition across domestic and global markets.
My work strengthened Fratelli’s visual coherence, enhanced consumer recall, and positioned it as India’s most design-forward wine brand. The unified identity and consistent storytelling helped the company gain recognition, quickly. Within a year, digital engagement more than doubled, and the refreshed brand architecture drove a noticeable rise in visibility and product recognition across domestic and global markets.
My work strengthened Fratelli’s visual coherence, enhanced consumer recall, and positioned it as India’s most design-forward wine brand. The unified identity and consistent storytelling helped the company gain recognition, quickly. Within a year, digital engagement more than doubled, and the refreshed brand architecture drove a noticeable rise in visibility and product recognition across domestic and global markets.
Through this transformation, Fratelli emerged as a benchmark for Indian winemaking with global sensibilities: a brand that pairs craftsmanship and authenticity with a distinctly modern design language.
Through this transformation, Fratelli emerged as a benchmark for Indian winemaking with global sensibilities: a brand that pairs craftsmanship and authenticity with a distinctly modern design language.
Through this transformation, Fratelli emerged as a benchmark for Indian winemaking with global sensibilities: a brand that pairs craftsmanship and authenticity with a distinctly modern design language.
Through this transformation, Fratelli emerged as a benchmark for Indian winemaking with global sensibilities: a brand that pairs craftsmanship and authenticity with a distinctly modern design language.
