Prophecy Pinot Grigio Summer Campaign Concept
Prophecy’s illustrated labels are central to the brand, using symbolic imagery to connect each wine with a distinct story and sensory experience. This seasonal concept reimagines Pinot Grigio for summer without abandoning that visual equity, introducing a lighter expression of the existing artwork and extending it into a campaign built around warm-weather occasions. The direction draws from the wine’s crisp citrus, pear, tropical fruit, and floral characteristics while preserving the dreamlike quality that makes Prophecy recognizable.
The Opportunity
Pinot Grigio naturally aligns with summer drinking occasions, but the existing Prophecy identity carries a darker, more intricate visual tone.
The opportunity was to create a seasonal edition that felt brighter, lighter, and more immediately refreshing while still reading unmistakably as Prophecy. Rather than replacing the existing illustration, the campaign reframes it through color, hierarchy, and selective emphasis.
Prophecy Summer Campaign
Prophecy Summer Campaign
The summer edition shifts the existing label toward a softer, airier palette inspired by the wine’s light citrus, pear, floral, and tropical notes. The intention was not to redesign Prophecy’s visual language, but to make the existing world feel seasonal. The butterfly becomes a more deliberate focal element, while the portrait and surrounding illustration are given additional breathing room. Softer color relationships reduce visual density and create a lighter shelf presence while preserving the complexity and symbolism associated with the brand.
Campaign Objective
Position Prophecy Pinot Grigio as a distinctive summer wine by creating a seasonal packaging treatment and supporting campaign that:
strengthens the connection between the wine and warm-weather occasions;
introduces a lighter visual expression without disrupting brand recognition;
highlights Prophecy’s illustration-led identity;
creates a limited seasonal moment that can extend across packaging and advertising.
Label Development
The selected direction reduces the butterfly’s scale and shifts its placement, allowing it to function as a seasonal accent rather than the dominant element. This creates a cleaner focal path while retaining the layered quality of the original label.
The final direction extends beyond the front label to the bottle seal and supporting packaging details, allowing the seasonal treatment to feel intentional rather than cosmetic. By keeping the underlying illustration recognizable while adjusting palette and emphasis, the system can function as a temporary summer edition without requiring a permanent change to the core Prophecy identity.
Early compositions explored different relationships between the portrait and butterfly. Larger butterfly treatments introduced more energy but competed with the face and disrupted the hierarchy of the existing illustration.
