Head High is a Sonoma Coast-based winery who came to us with a great product and a desire to position their brand intersections of surfing and winegrowing.
We kicked off the project with a discovery phase resulting in a comprehensive brand strategy. In order to build loyalty and credibility, we knew it was important for Head High to lead with the overlapping values of surfing and winegrowing: oneness with nature, the pursuit of pleasure and perfection, soulfulness, rejuvenation, and flow.
Using these values as our guide, we defined Head High's promise, personality, positioning. Then, we crafted an identity system and social media strategy to communicate the brand in a unique and consistent way.
Working closely with an outside web development agency, we produced the strategy and content for Head High's marketing site and e-commerce experience. User flows were designed to promote Explorers, an all-inclusive membership program offering discounts on wine purchases and other insider deals. To promote community and cause-driven engagement, members also receive a quarterly newsletter featuring travel tales from brand ambassadors, insight from winegrowers, and opportunities for in-depth involvement with notable charitable causes.
Like us, Head High Wines is dedicated to contributing to something greater than themselves. Working closely with their core team, we created a unique charitable giving program designed to engage issues at the heart of their brand values. The 2013 vintage alone produced nearly $43,000 distributed between its two early-stage charity partners.
Head High makes delicious wines for the adventure-minded and endeavors to reduce their impact through social and environmental initiatives.
As production grows, their spendable charitable dollars increase, allowing for additional partnerships along core values. This unique program continues to provide the basis for brand experiences that promote Head High's cause-oriented goals, strengthen their internal identity, and encourage customer loyalty.
We identified the annual Surf Industry Manufacturer Awards (SIMA) event as the perfect venue to introduce Head High's new brand to a select audience. We produced marketing materials highlighting key brand attributes and their delicious products and then worked with event producers to ensure maximum visibility.