Work LVMH (Moët Hennessy Wines & Spirits)
Our Cellar
A bespoke direct-to-consumer brand for the LVMH wines and spirits portfolio in the US, positioned on heritage and craft rather than gloss.
- Client
- LVMH (Moët Hennessy Wines & Spirits)
- Year
- c. 2022
- Role
- Executive consulting·Creative direction
- Sector
- Wines & spirits
The brief
LVMH wanted a direct-to-consumer platform for its US wines and spirits, a place to sell across Moët, Dom Pérignon, Veuve Clicquot, Cloudy Bay, Château d’Esclans, Cape Mentelle and Krug without putting any single house in front. That meant building a new brand from zero: elevated enough to belong inside the portfolio, distinct enough to live alongside it.
The work
The work spanned naming, packaging direction, the look and feel of the site, and ad campaign creative. The engagement was executive consulting, partnered with the agency embedded as creative and logistics for Our Cellar on behalf of LVMH. The role was to shape the brand and steer the vendors who executed the artifacts, rather than push pixels on a bottle.
The strategic call early on was to lean into provenance. LVMH could have gone glossy and modern. We steered the brand toward heritage and craft instead, letting the houses do the talking and giving the wrapper just enough confidence to belong to the family.
What I’m proudest of
