lyric by etude | off premise launch
Lyric is crafted in the same fashion as its award-winning producer, Etude. For the prior three years, Lyric was successfully seeded in restaurants and hotels nationally, building a loyal following with double digit growth, and ensuring high off-premise recognition.
We’re leading the off-premise launch with new packaging and support POS campaign. Just as lyric gives meaning to a melody, a vineyard gives character to its wine. Lyric’s team of master composers, believed in minimal intervention, allowing the terroir to shine through. This spirit leads us to the campaign tagline, “Inspired by Santa Barbara. Composed by Etude.
off premise pos
Single-wide Case Cards
Shelftalkers
Neckhangers
Varietal Tasting Notes
brand story
We provided a comprehensive brand overview and exploration of the winemaker and vineyard story. We detailed launch opportunities and developed a new brand look for this trusted consumer luxury wine producer.
Project: Lyric by Etude Launch | Role: Senior Art Director
Concepted, managed and produced all creative deliverables, and oversaw both print and color checks.
Creative Team: Angelina Springer, Senior Art Director; Melissa Lugo, Account/Project Supervisor
Agency: J. Walter Thompson SF
Client: Treasury Wine Estates | Brand: Lyric by Etude