Estate wine, elevated releases, and a coastal partnership, each given a distinct expression of Malibu.
00 / Overview
A long-running wine engagement shaped one brand at a time.
Agency689 worked with Rosenthal across separate assignments for the core Estate Wines, the elevated G Series named for George Rosenthal, and Surfrider partnership wines. The agency created strategy, many wine names, identities, labels, packaging, website design, photography, tasting-room materials, and advertising without forcing the three lines into an artificial hierarchy.
Role Brand, Packaging, and Digital Partner
Client Rosenthal Estate Wines
Services Brand Strategy / Wine Naming / Visual Identity / Label and Packaging Design / Website Design / Photography / Tasting-Room Materials / Advertising Campaigns
01 / Rosenthal Estate
The vineyard and Malibu coast in one primary expression.
The core labels and communications balanced estate provenance with the relaxed, coastal character of the tasting-room experience. Photography and digital brought the same point of view beyond the bottle.
02 / G Series
A more elevated series with a personal signature.
Named for George Rosenthal, the G Series received its own identity and label system, signaling a more selective tier while remaining connected to the producer behind it.
03 / Surfrider Wines
Packaging for a coastal partnership.
Labels created in conjunction with the Surfrider organization gave the partnership wines an appropriate coastal expression and a distinct role within Rosenthal’s broader offering.
04 / Website and Tasting Room
A more connected path into the wine club.
Website design, product and lifestyle photography, and tasting-room materials aligned the in-person and digital experience, helping visitors move from discovery and tasting into a longer relationship with the winery.
05 / Result
Stronger conversion from experience to membership.
Client-reported result
+35% Wine-club membership growth in the year after the new website and tasting-room materials launched.