The Ask
The goal was to introduce the brand to a younger U.S. audience through a campaign that felt bold, confident, and a little unexpected. We needed to find a way to cut through the noise of the wine aisle while staying true to Graffigna’s heritage and story.

The Approach
We leaned into the brand’s Argentine roots and brought a modern twist to the traditional wine category. The concept was built around the idea of boldness bold wine, bold moves, bold design. I helped craft campaign visuals and packaging that felt fresh and eye-catching, with a strong graphic system and a clear point of view.

The design work pulled from fashion and lifestyle cues rather than typical wine tropes. We focused on standing out on the shelf and resonating with a new generation of wine drinkers who care as much about aesthetics as they do about taste.

The Outcome
The creative gave Graffigna a clear, memorable identity for the U.S. launch. It helped position the wine as stylish and approachable, not stuffy or traditional. The work supported retail presence and marketing efforts, and gave the brand a stronger foundation to grow in a new market.