Mumm Napa Brand Activation

Catherine Carr
Apr 24, 2015
2 min read

Updated: 10 hours ago

How we translated a 200+ page agency strategy document into inspired expression across dozens of touchpoints for a revered sparkling wine brand.

Tasting at Mumm Napa winery — Creative Commons licensed image: Dale Cruse

Napa, CA

Food and Beverage - Sparkling Wine

Focus: Internal, B2C

CONTEXT

Mumm Napa had made a substantial investment in a refreshed brand strategy by a well-known Bay Area agency, but the resulting 200+ page document did not address how to activate that strategy. The team needed help translating the new position and pillars into both internal training materials and a wide range of external communication materials. In an ongoing engagement, Vitamin C has helped them transform dozens of touchpoints to bring the new strategy to life.

VITAMIN C SERVICES

Brand Strategy

Refinement and development of brand pillars to make them actionable throughout the organization
Development of voice/tone guidelines and recommendations for carrying brand strategy through physical and digital brand touchpoints

Brand Activation

Content development and creative direction for brand guidelines and product catalog
Content development to fully express the brand across customer-facing touchpoints including label copy, tour script, winery signage, tasting menus, newsletters, wine club collateral, and emails
Conceptualization and development of pocket reference guide, hospitality handbook, and product catalog for winery staff
Brand manifesto
Ongoing content development for club newsletter, email outreach, and other brand touchpoints

MOMENT OF CLARITY

One of the first projects we tackled was a pocket reference for winery hospitality staff. As we worked through what content to include, the need for a completely revamped product catalog and a master wine reference became clear, so we conceptualized and created them. We structured them around the four pillars (relaxed elegance, heritage, hand-crafted, and versatility) to completely transform the way the staff talked about the wines, shifting the focus from traditional food pairings and technical details to memorable storytelling nuggets and spontaneous occasions for enjoying the wines.

These tools have become invaluable resources and have helped eliminate inconsistencies and errors across Mumm Napa's print and digital materials.