The challenge

Ménage à Trois Wines needed a bold, differentiated voice in the oversaturated wine space — one that could celebrate its provocative name without veering into cliché. With social media as a key channel, the challenge was to consistently evolve the brand’s tone and content to stay culturally relevant, witty, and stylish — without crossing the line.

The idea

Inspired by the brand’s foundation — a blend of three grapes — we developed a social presence that played in the “if you know, you know” space. Our tone was cheeky but never obvious, built on cultural references, lifestyle cues, and unexpected wit. We paired elevated visuals with lo-fi content that responded to trends in real time, striking a balance that felt sharp, playful, and distinctly Ménage. It was a brand that knew exactly who it was — and never tried too hard to prove it.

Role & contribution

Over six years, I led the creative direction of Ménage à Trois Wines’ social presence, helping evolve it into a truly social-first brand. Collaborating with a team of art directors, photographers, videographers, editors, and strategists, we built a content ecosystem that balanced lifestyle, product, and culturally attuned storytelling. I played a key role in adapting the visual strategy across formats and platforms — always maintaining the brand’s confident tone and visual edge.