Integrated Campaign • Art Direction
Seasonal campaign turning Total Wine’s “Yellow Tag” event into a lifestyle-driven summer experience across in-store and digital.
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The Challenge
Total Wine’s semi-annual “Yellow Tag” event highlights top-value wines. We evolved it into a more engaging seasonal experience by pairing expert recommendations with summer occasions—shifting it from a price-driven event to a lifestyle-driven discovery moment.
The Approach
We centered the campaign around Total Wine’s in-house experts, pairing their recommendations with relatable summer moments. Concepts were developed to resonate with a range of shoppers—from discovery-driven explorers to value-focused buyers—while maintaining a cohesive, highly recognizable visual system.
Outcome
The campaign introduced a more lifestyle-driven expression of the Yellow Tag event, extending across retail signage, digital, and email, and establishing a flexible framework for seasonal storytelling.
Landing experience connecting expert picks to shoppable categories
BUILDING THE SYSTEM
