Three decades in, Sutter Home’s iconic burger campaign gets a bold new flavor.

The challenge

Sutter Home’s Build a Better Burger had been a retail staple for decades — but as it hit its 30th anniversary, the brand needed to inject new life into the program. The goal: celebrate the legacy while attracting a new generation of wine lovers with a fresher, more relevant look and feel.

The idea

We reinvigorated Build a Better Burger with a vibrant visual identity designed to feel modern, playful, and mouthwateringly craveable. Bold color blocking, youthful food styling, and social-first storytelling helped refresh the brand without abandoning its roots.

To support the anniversary celebration, we launched a downloadable recipe book featuring 30 years of award-winning burgers and worked with influencers to bring the campaign to life across Meta and Pinterest. This content worked in tandem with a dedicated website, burgerbase.com, that housed the full archive of burger creations.

Role & contribution

As Creative Director, I led the look and feel of the 30th anniversary campaign — from visual direction and content strategy to art direction across photo and video shoots. I worked closely with the client to maintain the legacy of the program while positioning it for continued relevance in today’s social and retail landscape.