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
Role
Lead Designer
Sector
Wine
Une Femme Wines — Betty flow tray packaging

The brief

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

The work

Lead designer, supervising others. The bottles stayed untouched 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.

Une Femme Wines pallet skirt display, cycling between the Betty and Callie colorways
The same pallet system cycling between the "Betty" and "Callie" SKUs. Proof the system flexes by colorway while reading as one brand.
Case sleeves and end-cap units in three configurations, each carrying the wordmark frame and the "Callie" and "Betty" sub-line callouts.
Display variants Case sleeves and end-cap units in three configurations, each carrying the wordmark frame and the "Callie" and "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.
"Women Made • Summer Spritz • Low Alc" running as a vertical band, with the can lineup beneath. Where the brand actually meets the buyer.
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 out of the brand’s existing language and worked it at retail-display scale. The senior call here was restraint: don’t redesign the brand, fix the thing that’s losing them on shelf.