Tourism Branding Study
For those who long for down-to-earth experiences, Lodi is the wine country destination with the most winegrape acreage in California, bringing you closer to the grape and making for a more intimate, immersive and memorable vacation.
When heavy-hitting destinations with big budgets have positioned themselves in the marketplace, it can be difficult to create a branding toehold for your own travel adventure. Such was the case with Lodi, CA, a smaller, more authentic wine country destination marketing in the same arena as Sonoma County and Napa Valley. Now that's some full-bodied competition!
Lodi produces many respected wine labels, but with 90,000 acres of winegrape soil it also grows more grapes – for myriad famous labels – than any other wine country destination in California. That authentic agricultural connection to the land, the grape, and the growers creates a much earthier, more intimate, and immersive wine experience.
The challenge with this brand was to develop a look that was at once earthy and sophisticated, warm and clean. The line “Behind the Wine” and the accompanying logo invite visitors to enjoy a deeper wine experience. This approach also allows Lodi to market its other assets using the brand including family activities, a charming downtown, and outdoor recreation. Graphic elements in ads, websites, outdoor boards, etc. reinforce the earthy sophistication and the idea of peeling back the superficial for a deeper experience.