Cecchetti-Sebastiani Cellar's Negociant business model for their Pepperwood Grove Brand meant that they didn't fit the consumer's typical vision of a rustic winery surrounded by lush vineyards.

 

Studio Black addressed and challenged those consumers' preconceptions by reframing the winery's absence of vineyards as a consumer benefit. "Beautiful vineyards are nice, but ultimately it’s what’s in the bottle that counts." 

 

The Studio wrote taglines, headlines and Copy, and developed the product launch campaign and rollout which included: A Poster/Ad Series, Launch Brochure/Booklet, Promotional Merchandise, Product website, bottle necker and POS materials.

 

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