Dan Graves Creative Direction

Work Une Femme Wines

Une Femme Wines

A targeted in-store intervention for a women-made California wine brand — fixing what was losing them on shelf without redesigning the bottle.

Client
Une Femme Wines
Year
TKTK
Role
Lead Designer
Sector
Wine
Une Femme Wines — hero image

The brief

The product was good; the packaging was working hard but losing the shelf — getting lost next to neighbors, sometimes reading cheap when it shouldn’t. The job wasn’t a repackage. The job was to make the brand visible again where it actually meets the buyer: the merchandising layer.

Full pallet display in the brand's pink, with bottles stacked behind a "WOMEN-MADE WINES THAT GIVE BACK" front panel. The "fix the shelf" thesis in one image.
Hero Full pallet display in the brand's pink, with bottles stacked behind a "WOMEN-MADE WINES THAT GIVE BACK" front panel. The "fix the shelf" thesis in one image.

The work

Lead designer, supervising others. Did not touch the bottles — left those alone on purpose. Built out the in-store displays so they actually got looked at: a bigger, punchier wordmark frame; tighter typography; cleaner messaging on callouts and shelf-talkers. Extended the brand’s existing visual language rather than imposing something new on top of it.

The single biggest move was a repeating pattern built from elements already in the brand — same DNA, scaled up to retail-display size. It gave the merchandising real shelf presence without needing to introduce a new style for the brand to absorb.

Champagne version of the same pallet system in cream — proof the system flexes by SKU while reading as one brand.
Champagne version of the same pallet system in cream — proof the system flexes by SKU while reading as one brand.
Case sleeves and end-cap units in three configurations, each carrying the wordmark frame and the "Callie" / "Betty" sub-line callouts.
Display variants Case sleeves and end-cap units in three configurations, each carrying the wordmark frame and the "Callie" / "Betty" sub-line callouts.
Black variants of the same display system. Same architecture, different palette — one decision rolled across formats.
Black variants of the same display system. Same architecture, different palette — one decision rolled across formats.
CT-UFW-5x3-Shelf-Talker-7.8.22-V4
Shelf-talker / point-of-sale "Women Made • Summer Spritz • Low Alc" running as a vertical band, with the can lineup beneath. Where the brand actually meets the buyer.

What I’m proudest of

The pattern work. Built a repeating system from the brand’s existing language — extended what was already there — and worked at retail-display scale. Restraint as the strategy: the senior call wasn’t to redesign the brand, it was to fix the thing that was losing them on shelf.