So charming, it’s disarming.

Downward Dog Wine

TULSA, OKLAHOMA

"Female entrepreneur Betsy Hendershot, of Tulsa, OK took notice as her 4 year old Cock-a-Poo performed an ever familiar stretch as she was preparing to leave for her morning yoga class. It just so happened that she was actively searching for a name for a current project- a proprietary wine label that would set an example for quality wine at a value price in the boxed wine segment." - from downwarddogwine.com

We began the process by leading a strategic survey of the cardboard wine market. Typically this market sells on flavor profiles, but there is a specific segment that still cares about the way the wine is prepared. Additionally, cardboard boxes still have a stigma in the wine community, even though they are much more ecologically efficient, and corks and bottles don’t actually protect the product as well. Enter the “hand-harvested” language, and a brand presentation that is so charming, it’s disarming. A mid-range wine snob can set aside their notions of “wine-in-a-box” simply because of how fun the brand is. They are then surprised at the quality and taste of the single appellation product.