Ménage à Trois Wines
Brand Book
Originally an independent wine label, Ménage à Trois was added to the Trinchero Family Estates portfolio in 2004. Significant growth and the advent of innovative marketing avenues (e.g. social media), made it critical for Ménage à Trois to portray a consistent brand expression beyond colors and fonts.
The process began with an immersive workshop attended by key stakeholders that included a review of the brand's history, an audit of past creative, and collaborative brainstorming. The latter took the form of four creative exercises: non-category brand associations, a "dating game" featuring brand competitors, a descriptive word tournament, and formation of mood boards.
Distilling these outputs with further discussion and review, the resulting Ménage à Trois Brand Book comprehensively defined the brand's unique positioning, essence, and personality, while also providing robust tools and guidelines to deliver consistency in future work.
