Blindfold: Building a New Wine Brand Around Wellness
As Creative Director at Constellation Brands, I led the creative development and launch of Blindfold, a new addition to The Prisoner portfolio and the brand’s first lighter wine and white Pinot Noir. The goal was to create something distinctly different from traditional wine marketing: feminine-forward, sensory, elevated, and rooted in wellness and self-care. I helped establish a lifestyle-driven brand world for the successful, modern woman who values self-care and connection to her senses, extending that idea across the visual identity, photography, imagery, copy, and overall consumer experience.
I served as the creative lead and executive producer, partnering with internal production, design, copy, brand management, and external agency teams to take the concept from strategy through execution. Working with a limited initial production budget, I restructured the approach and expanded available production dollars by 150%, sourcing and managing partners across product and lifestyle photography, brand films, founder and product videos, commercial content, print, digital advertising, out-of-home, social media, and the brand website. I also led the creative logistics, production schematics, and overall brand development to maintain a consistent point of view across channels.
The launch exceeded initial sales expectations, sold through its first launch, and became one of the top-selling wines in its category. More importantly, Blindfold established a new visual and cultural space for the portfolio, introducing a lighter expression of The Prisoner through a brand world built around femininity, wellness, beauty, and sensory experience.
