Background

When we started researching the Willamette Valley, the one thing that we continuously found was how incredible the Pinot Noir was. We found numerous wine magazines and articles praising the quality of the wine. We decided to prove that the Pinot Noir from the Willamette Valley was better than wine from Napa Valley. We quickly ran into two issues with this approach. The first issue was that product versus product is difficult to prove, especially with an esteemed region such as Napa Valley. The second issue was that comparing wines is simply uninteresting. We found ourselves using marketing claims to sell a product, rather than creating a compelling story. The experience, rather than the product, is what truly distinguishes the Willamette Valley. The difference in experiences took us in another direction and drove the rest of our project.

Mood Board

Our mood board illustrates the down-to-earth wine tasting experience in the Willamette Valley. It offers an idea of the wine taster’s visit, and how it differs from an experience in Napa Valley. We included the obvious images that come to mind, such as the glass of Pinot Noir, the ripe grapes, and the lush valley. The rest of the images highlight the subtle, yet significant details that distinguish the Willamette Valley as an authentic place to visit. The images of the wooden signs are essential to the mood board because it captures the earthy and humble environment. Napa Valley would have perfectly painted signs, but the Willamette Valley has a hometown feeling to it. Similarly, the image of the visitors’ casual attire represents the relaxed culture of the region. The mood board also shows the owner of one of the vineyards because they are often present in the wine tasting rooms, making the experience much more personal. Our mood board captures the genuine wine tasting experience in the Willamette Valley.

Colors

Our color palette accentuates the agricultural and humble experience of wine tasting in the Willamette Valley. We chose five colors that represent the most important aspects of the region: burgundy, forest green, khaki, deep purple, and wooden brown. We gathered these colors from the photos in the mood board. They represent the wood, the scenery, the grapes, the valley, and of course, the wine. These colors are neutral, down-to-earth tones that encompass the Willamette Valley.

Archetype

Miquel is a 30 year old living in Redding, CA. He was born in France, but moved to California when he was 16 to help expand his father’s business. Miquel was happy to relocate; he didn’t like the stuffy culture of France. He felt that the French were overly pretentious and only concerned about themselves. Miquel feels that Redding offers more of a down-to-earth community. He values the outdoorsy lifestyle and is always searching for the new adventures and new friends. He focuses on the meaningful relationships he has with people, rather than the material things he has. Whenever someone new moves into the neighborhood, Miquel takes it upon himself to organize a neighborhood party.

Creative Brief

Objective:

Our objective is to attract wine enthusiasts to visit the Willamette Valley so that they can enjoy a wine experience that is unique from esteemed wine regions such as Napa Valley and Sonoma County. The Willamette Valley’s quaint and untouched wineries will offer visitors a refreshing alternative to famous California wineries.

Audience:

We’re targeting a midwestern couple that loves wine, but does not want to visit a pretentious winery. This couple knows that quality Pinot Noir comes from the Willamette Valley.

Meet Diane:

Diane is 45 years old, living in Toledo, Ohio with her husband. Their favorite time of the day is dinner, when they reminisce on their day with a couple glasses of wine. Her favorite spot in town is a family-owned bookstore hidden behind a Baskin Robbins. Diane prides herself in her passion for experiences that are off the beaten path. She has a thirst for new adventures and loves to plan getaways that differ from the status quo. As an experienced traveler, she believes that popularity is mostly irrelevant, and that quality lies in the uniqueness of the experience. Diane is searching for undiscovered territory that will enrich her life. She views Napa Valley as the “Las Vegas strip” of wine tasting, and prefers a quaint, personal experience.

SMIT:

Midwesterners should tour the Willamette Valley because it offers a down-to-earth wine tasting experience that you don’t get in Napa Valley.

Why should they believe the message:

The Willamette Valley has remained largely unexplored by wine enthusiasts, offering its own unique experience. Willamette Valley vineyards are smaller and far less popularized than those in Napa. Oftentimes the winemakers and owners are involved and active in the tasting rooms. Because the average wine enthusiast knows the Willamette Valley produces some of the best Pinot Noir, they’ll be inclined to believe that the region’s wineries are doing something different. They’ll just have to find out for themselves.

Why should they care:

The Willamette Valley will improve the wine drinker’s lives because it offers an authentic wine tasting experience that is complemented by its humble culture. The audience should care because they’re given the opportunity for an enriched experience. We want the audience to feel like they can enjoy their wine in a relaxed, agricultural environment. The audience should not have to worry about spending copious amounts of money, rather they can sit on a wooden bench and breathe in the crisp air. We want the audience to feel comfortable, and not worry about proving their wine intelligence to other visitors.Our audience will be surrounded by the lush valley, interrupted by working-class towns and organic farms. Ultimately, the audience should want to come back to Willamette Valley to have another down-to-earth wine tasting experience.

Video