FIRSTLEAF

The Situation

Firstleaf is a direct-to-consumer wine subscription built around personalisation and discovery. As the business grew, the brand needed to mature with it. The challenge was to create a more distinctive and confident identity while building a stronger emotional connection with a younger generation of wine drinkers.

The Approach

We researched the market, competition, and audience before developing two strategic directions: one to revolutionise the identity, and one to evolve it. Firstleaf chose evolution. We refined the colour palette to make it more vibrant and playful, established a stronger typographic system, and gave the six-dot logomark greater prominence. The brand guide defined principles for colour, composition, typography, photography, and lighting, creating a more consistent foundation across every touchpoint.

For the TVC, we built the campaign around the idea of "firsts." The 30-second film followed a young couple through the defining first moments of their relationship, with wine naturally present throughout. The tagline, "A first in every box," connected the brand proposition to the emotional storytelling. I co-wrote the concept with our CCO and led the creative through production with Hazazah Amsterdam.

The Impact

The campaign launched across national US television and social channels, giving Firstleaf a broader emotional platform for the brand. The identity refresh created a more modern and cohesive expression while retaining the distinctive elements existing customers already recognised.

The updated brand system gave the internal team a clearer framework to apply consistently across digital, print, packaging, and paid media, turning the refreshed identity into a practical tool for continued growth.