Far Niente Wine Estates — Jenny Kwon Schneider

Far Niente Wine Estates

Under a holistic company refresh, the six brands within the portfolio needed new marketing and communication strategies to elevate their luxury identities and cater to a younger demographic of wine drinkers.

As creative director, my big picture approach was to bring more emotion and seasonal romance into Napa Valley, not only as an end product of fine wines but as an enchanting and timeless lifestyle — considering all consumer touchpoints such as hospitality experience, private events, retail, property, packaging, and social and digital channels.

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Creative Vision for Product

Portfolio Photo/Video Art Direction
Special Packaging Concepts & Design
Holiday Campaign Marketing Strategy
New Winery Opening Assets
Creative Assets for E-comm
New Luxury Brand DNA
Retail Merchandise and Gifting
Product Storytelling in Ads

“Il Dolce Far Niente” —
The sweetness of doing nothing.

Redefining Far Niente Winery’s brand pillars to focus on the property as a place of enchantment and timelessness, promoting visitorship and membership through experience along with product. Elevating the estate through design upgrades and creating spring campaigns around the natural beauty of the property in bloom.

Similarly repositioning our sister brand, Nickel & Nickel Winery, as a historic farmstead and destination of discovery and intellect, with a strong commitment to preservation, stewardship and community. Here, the experience is didactic and hands-on, one in which visitors can taste the whole of Napa Valley through one tasting.

Introducing a new location within the heart of Napa Valley, Bella Union Winery opened its doors in the summer of 2024, celebrating artistry, passion and social connection through a modern, convivial approach to wine that is hard to find in traditional wine country.

The consumer journey begins far before the visitor steps foot on property. With the re-design of the website and e-comm pages, the goal was to seamlessly transport guests to Napa Valley through the new digital experience, from the first impression on the home page, through the dynamic and intuitive navigation, to the final check-out platform.

Digital Design & Art Direction

Global Tiffany Stores

The Peninsula Hong Kong