FIRSTLEAF

The Situation

Firstleaf is a subscription-based wine club. Direct to consumer, algorithm-driven, targeted at younger wine drinkers. They needed two things: a brand refresh that felt more contemporary, and a TV campaign that would build emotional connection and awareness. The existing brand had the right elements but lacked the visual confidence to compete in a crowded DTC market.

The Approach

For the brand, we researched the market, competition, and audience, then developed two directions: one that would revolutionise the identity, one that would evolve it. Firstleaf chose to evolve. We refined the colour palette to feel more vibrant and playful, built a font pairing for digital and print, and made the six-dot logomark more prominent. It represents both the algorithm and the grapes. We kept the ornamental illustrations on the wine boxes but tightened everything else. Colour, composition, and lighting principles were documented in the brand guide to ensure consistency across touchpoints.

For the TVC, we built the campaign around the idea of "firsts." The 30-second spot followed a young couple through the first moments of their relationship. Each scene included wine subtly, connecting the product to real emotional milestones. The tagline, "A first in every box," tied the brand proposition to the storytelling. I co-wrote the concept with our CCO and directed the creative through production with Hazazah Amsterdam.

The Impact

The commercials aired on nationwide TV stations across the US and across social media channels. The brand refresh gave Firstleaf a more modern and cohesive foundation while keeping the elements their existing customers already recognised.

The updated brand guide gave the internal team a system they could apply consistently across digital, print, packaging, and paid media.