In 2019, The Wonderful Company wanted to bring a new, luxury Rosé to a crowded category. It was called JNSQ, shorthand for je ne sais quoi. In less than a year, we created a full campaign from the ground up, developing print, digital, and social pieces, designing packaging, and working with brand partners and influencers to give JNSQ a top tier debut. Focusing on our target market of millennial women, we crafted a brand identity around women who have that certain je ne sais quoi, which lead to the tagline, She’s Got That… JNSQ. This informed our voice and aesthetic across all channels, leading to a cohesive and compelling brand story.

PRINT

RODARTE LAUNCH PARTNERSHIP

To launch a brand like JNSQ, we needed a partner with premium cachet and access to our target audience. Instead of hosting a simple launch party, we connected with the iconic fashion designers behind Rodarte to debut our new wine alongside their Fall collection. Typically, this design duo reveals their latest styles in the Big Apple during New York Fashion Week. But in 2019, they decided to bring the show home to Los Angeles for the first time ever. The event drew a star-studded crowd and press, placing our branding, bottles, and most importantly, the wine, in a prime spot to be seen and shared by Hollywood’s elite.

DRYBAR PARTNERSHIP

We got our branded glassware and premium wine into the hands of Hollywood - but we needed to get it within reach of our target audience. So, we went to the indulgence Mecca of Millennial women - Drybar. JNSQ became the official wine of Drybar for 2019. This came with in-store branding, products, glassware, and even napkins customized with JNSQ headlines. Plus, every customer is invited to add a little je ne sais quoi to their blowout which includes a complimentary pinup with rose gold bobby pins. We announced the partnership with cobranded parties in both New York and Los Angeles where prominent influencers got pampered and introduced to JNSQ.