Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of Kobe Opulent Estate Wines.
Value proposition, website and label copy
A Japanese wine brandKobe Wines.
Wine rooted in volcanic soil, Rokko Mountain vineyards and Osaka Bay breezes, positioned as something only Japan could make.
The real problem
Kobe Opulent Estate Wines needed words for the website and the bottle. But first they needed a reason for anyone to care about Japanese wine at all, when most wine lovers have never tried one.
What I noticed
Japanese wine is young, less than 150 years old, but it comes from the same culture of precision that made sake and Japanese whisky famous. And the name Kobe already means world-class to anyone who has heard of Kobe beef. The wines also genuinely taste different from familiar Western wines.
The call I made
Don't compete with Bordeaux on Bordeaux's terms. I positioned the wine as a taste of Japan itself: the place, the craft and the Kobe name, wrapped up in the idea Embrace the Soul of Japan.
What I built
I wrote the value proposition, then carried it through the website copy and the words on the bottle, front and back.
The words
Embrace the Soul of Japan.
Nestled at the foot of the majestic Rokko Mountains, the Kobe vineyards bask in the soft caress of coastal breezes from Osaka Bay, where the region's microclimate, rich volcanic soil, and profound connection to nature infuses each grape with the essence of the land.
In every bottle of Kobe wine, a story is told. It is a story of delicate balance, where the sweetness of fruit dances gracefully with the vibrant acidity. It is a story of subtlety and finesse, where the wines showcase a remarkable harmony between the land, the climate, and the skilled hands of the winemakers.
Kobe Quality in Every Drop. Nestled at the foot of Japan's Rokko Mountains, in the famed home of Kobe beef, Kobe Opulent Estates are crafted with focus on perfection and the honored traditions of Japanese craftsmanship. Meticulously handpicked grapes unveil the secrets and unique flavors of Japan.
The lesson
If you're new in an old category, don't play catch-up. Sell what only you can be.
The work
What I brought
- Value proposition
- Messaging guide
- Website copy
- Label copy
This work was created for The Bureau of Small Projects, on behalf of Kobe Opulent Estate Wines. All rights belong to the agency and the client.