Aubérie
Brand strategy, product concept, and copywriting for a Berlin-based small-batch cherry wine brand.
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The brief
Aubérie started with a gap I kept noticing — cherry wine is everywhere in Europe, but none of it has a real brand behind it. It’s either mass-produced and sweet or rustic and forgettable. I wanted to build something that could sit on a good restaurant menu without apologizing for what it is.
I developed the full brand from scratch: positioning, audience, values, tone of voice, and a 25-page strategy document. Then the product layer — three wines named after their origin (Ateni from Georgia, Vignola from Emilia-Romagna, Jerte from Extremadura), each with its own story, character, label copy, and product descriptions.
The copywriting runs across everything — taglines, collection pages, individual product pages, back labels, and brand lines. The whole thing is built to feel premium but not precious, specific but never niche.
Outcome
Concept project — full brand strategy and product concept, ready to hand off to a visual identity designer and winemaker.