Challenge: compete with Provence to engineer an English rosé reappraisal.

We led the verbal identity and collaborated with Regular Practice on the brand strategy for a beloved English rosé brand, Folc. Our mission was to tackle perceptions of provenance - the misinformed notion that ‘French is best.’ So we engineered an English rosé reappraisal by conveying the pastoral charm of the English countryside without losing the gravitas of a premium wine brand. Through a focus on masterful processes and a refinement of recipe - all things denoting high quality and care - we built a brand synonymous with fine things, and a little flair. It was important to us not to lose the human touch, literally from the hands that picked the grapes to the hands holding the glass, so we infused our copy with traces of people and place, this sense of togetherness, this idea that good wine brings good folc together. In the sense, we created a brand that would stand in stark contrast to the pizzazz of Provence, one of quintessential, understated British charm. We subverted our ‘weakness’ into a defining, ownable USP, our point of differentiation.