Role
Creative Director
Practice Areas
Brand Strategy, Brand Identity, Event, Print, Campaign, Website
Challenge
Washington is the second largest premium wine producer in the United States, and for over two decades, Taste Washington has been bringing together the wine industry and its enthusiasts. The annual event has celebrated Washington's wine, but the team recognized a shift in the audience they needed to reach. They wanted to refresh the brand to appeal to a broader, younger, and more diverse crowd—one that embraces the magic of Washington wines in a more inclusive, food-driven way.
Approach
To connect with this new audience, Taste knew a major shift was needed in how they communicated their message. Our research showed that while traditional wine lovers appreciated the exclusive, premium tone that often defines the wine industry, a younger generation felt disconnected. They viewed the wine world as intimidating, with unspoken rules about how to enjoy wine—and they didn’t feel invited to participate.
Our strategy aimed to challenge that perception from the outset. We reimagined Taste Washington’s brand by stripping away the elitist tone and creating something fresh, warm, and approachable. The goal was to make the celebration of Washington wine feel welcoming and playful—inviting people to explore, enjoy, and embrace the experience on their own terms.
The new identity was built around a simple, typographic wordmark that served as an anchor to a vibrant design language. It evoked a sense of inclusivity, encouraging people to let go of expectations and dive into the discovery of wine and food in a way that was relaxed, fun, and authentic.
We also developed a flexible visual system to extend across the wide variety of events that make up Taste Washington. Each event’s identity was tied back to the primary brand but maintained its own unique character, allowing the festival’s design to feel unified while still offering the creative freedom to explore each event’s distinctiveness.
Results
The new visual system has elevated the Taste Washington experience. By creating a cohesive design that ties the many events together while allowing each one to shine in its own way, the festival has become more vibrant and inclusive. The fresh, inviting brand has fostered a sense of community among attendees, giving everyone—from wine novices to connoisseurs—a reason to celebrate Washington’s rich food and wine culture. Taste Washington is now positioned as a dynamic and welcoming festival that invites all attendees to explore, enjoy, and embrace the region’s offerings in a way that feels personal and exciting.
Credits
Todd Arnold
Rachel Avallone
Alyson Burke
Chloe Fields
Lauren Heagerty
Kylie LaCour
Jess Lyons
Shawn Meyer
Lisa Oliver
Jerrod Philipps
Bryony Redhead
Stacy Westbrook
Steven Wise
Grace Young
Made at Owen Jones
