ONEHOPE "Butterfly"

ONEHOPE is a California-based seller of wine, coffee, and other products. Their mission is to create exceptional products that inspire people to indulge while doing good. ONEHOPE donates half of its profits to charity and each ONEHOPE wine varietal supports a different charitable cause or organization. The ONEHOPE Foundation has raised over $3 million for various charities. Robert Mondavi, Jr., grandson of Robert Mondavi, has partnered with the winery.

Project Overview.

I absolutely love ONEHOPE's mission and was thrilled to be able to partner with the company and their amazing team. The company was rapidly growing in the United States and wanted to expand their reach to the Chinese market. While they attempted to launch in China in the past, they weren't able to gain a foothold. Through our market research and discovery process, we learned that there was more than meets the eye.

 

Information.

CLIENT
ONEHOPE Wine
SCOPE
Visual Design / Partnerships / PR / Brand Creation / Market Research / Product Development / Sourcing / Formulation / Export 
"Butterfly Series" -- New Brand Creation
We wanted to reinforce ONEHOPE's mission while creating something that resonanted culturally with the Chinese.
The butterfly is an emblem of joy and a symbol that represents endurance, change, hope, and life.

Solution.

We wanted to reinforce ONEHOPE's mission while creating something that resonanted Culturally with the Chinese. All great branding projects start with intense research, but this one was especially enjoyable as our team headed to Beijing to meet with distributors and hold focus groups. What we learned was that while the taste was perfect for the Chinese pallet, the original label and packaing was displeasing.

We didn't want to abandon ONEHOPE's mission so we worked closely with the leadership team to develop the "Butterfly Series". The butterfly is an emblem of joy and a symbol that represents endurance, change, hope, and life. Additionally, we wanted to play into the California winemaking and lifestyle.

Results.

- My company was the first to forge entry of ONEHOPE into Asian markets.
- We generated a 400% increase in sales by creating the "Butterfly Series" and by deploying 3-tiered marketing and sales strategy in targeted cities. 
- Established major, international partnerships with influencers specific to the market and negotiated contracts.