Find What You Love. Love What You Find.
Total Wine & More
Role: Art Director
Most of Total Wine & More’s focus was on the product. What it is, where it’s from, how much it costs. The people on the floor wear ties, if that gives you a sense of the tone. But they’re also genuinely helpful in a way that doesn’t feel forced. You can ask a question and get a real answer. It works, even if most of the communication stops at information.
That doesn’t give people much to hold onto beyond the product itself. In a category with that many options, a lot of it can start to feel the same. The question became what the brand could stand for beyond that. Something a little bigger than the product itself. Something that could help it stand out in a sea of choices.
What we uncovered was the sense of discovery that happens at Total Wine & More. When you come across something you weren’t looking for. When someone points you to something better than what you had in mind. When it finally clicks and you realize you made a better choice than you thought you would.
Humanizing the Brand:
We replaced clinical bottle shots with human expressions to build an emotional connection that made the store feel personal.
Celebrating the Trip:
We traded stiff, static imagery for a cinematic and energetic aesthetic to remind customers why they love the experience of the hunt.
Visualizing the Win:
Our direction focused on the moment of the find, reinforcing that Total Wine is where you discover exactly what you’re looking for.
From there, it started to take on different forms. Sometimes it was visual, like someone’s hair literally being blown back. Other times it leaned more graphic, with emojis or sound effects. We started referring to these as “Aha moments.” The specifics changed, but the moment stayed the same.
Seasonal Evolution
The Gingerbread Party
Around the holidays, we pushed the idea a bit further. It turned into a fully realized gingerbread party, with everything from the characters to the frosting details built out in 3D. It started with a set of storyboard sketches. It leaned into a more playful, slightly more emotional side of Total Wine & More, without losing sight of the price messaging that’s always there.
Animation: Optimus Design
This campaign made an emotional connection that continues to be the foundation of Total Wine’s brand today. They still have low prices, they still have helpful guides. But the joy of discovery brings people back into the store for another “Aha Moment.”
Creative Director: Brian Thompson
Copywriter: Phil Davies
Directors: The Norman Brothers & Danielle Goetz
