Delicato Family Wines engaged Juli Shore Design to develop a new line of California wines positioned as an accessible, everyday indulgence for the “aspirational yet economically conscious” Millennial consumer. Competing in the $8–$10 segment, the brand needed to evoke richness and reward without feeling ornate or overdone. The working name, Lavish, referenced this emotional space—a sense of beauty and pleasure expressed with restraint. Packaging and shippers had to stand out in off-premise retail while balancing elegance, value, and broad mainstream appeal.
Lavish evolved into Belle Ambiance, and JSD created a brand aesthetic inspired by the welcoming atmoshphere of the family vineyard along with the idea of an escape from the ordinary. The design explored refined visual cues, graceful decorative elements, and traditional typography to achieve a look that felt inviting rather than extravagant. This approach struck the intended balance of richness and accessibility, helping the brand resonate with value-driven consumers.
Belle Ambiance Pinot Grigio earned a Gold Medal at the Los Angeles International Wine Competition for its timeless, understated elegance. In its first nine months, the brand sold over 160,000 cases, signaling a successful entry into the budget/premium-value category.
Alternate concepts (before name change):
