Old World Wines
We developed a series of region-led Old World wine campaigns spotlighting Spain, Portugal, France, and Italy. Each region was treated as a distinct creative moment within a cohesive system, making European wine discovery feel approachable while reinforcing quality and value.
Creative Team
Concept designers: Selva Martin & Ana Salazar
Other designers: Various Total Wine designers
Copywriter: Summer Blais & Ritu Sharma
Notable Channel Impacts
Display: ROAs was $206 (above benchmark)
App: Traffic increased 288% and revenue increased 134% vs last year
The visual system was designed to feel exploratory, so vintage map textures and navigational iconography were pulled to evoke a sense of discovery. Aged paper grain, subtle contour-like patterning, and waypoint style details helped reinforce the idea of “finding” great Old World wines by region.
