Treasury Wine Estates is seeking opportunities to bring “life” back into Chateau St. Jean. To aid in this effort, their brand team is looking to introduce a new sub brand at a $14 price point to stimulate growth. TWE couldn't decide between the two design territories shown below, so they have elected to launch two sub brands instead with the second one being targeted at a $20-$25 price point.
Concept 1: Fête De Fleur
Chateau St. Jean’s is known to house some of the most beautiful gardens in all Sonoma. “Fête de Fleur" French for “flower party” captures the beauty and aromas of Chateau St. Jean’s garden. Fête de Fleur was selected for the $14 sub brand. Shown below are three ways in, and this designs are currently still undergoing revision and selection stages with the client.
Concept 2: Signature Collection
This is Margo’s (winemaker of 40 vintages) Signature Collection, each bottle bearing her seal of approval and testifying to the impressive quality of Chateau St. Jean’s wines over its 40-year history. This is a blended series of varietals that honors Chateau St. Jean and its prestigious winemaker, Margo Van Staaveren. Signature Collection has been selected to represent the $20-$25 sub brand. Also shown below are three ways in for this territory, and these designs are currently still undergoing revision and selection stages with the client.