Bringing approachability and youthfulness to the shelf and the feed — celebrating every Sutter Home size, from mini to magnum.

The challenge

Sutter Home wanted to raise awareness of its diverse packaging lineup beyond the classic 750ml bottle — including single-serve minis (which it pioneered in 1989), portable Tetra Paks, and large 3L boxes. The brand needed to reinforce its reputation as approachable and versatile, showing consumers there’s a perfect Sutter Home size for every moment and lifestyle.

The idea

We developed a bold, color-blocked visual approach inspired by pop art to introduce Sutter Home’s packaging range to a new generation. The playful, graphic style made the brand feel more youthful and accessible, inviting consumers to see wine as part of everyday fun — whether at a backyard picnic, a concert tailgate, or a cozy night in.

Sub-campaigns like Mini Moments celebrated the fun, personal side of minis, while Twist and Go promoted the portability of Tetra Paks.

Role & contribution

As creative director, I led the campaign concept, visual language development, and social rollout strategy. I guided the team in blending bold, graphic design with the brand’s approachable warmth — ensuring a playful, memorable story that connected with new audiences.