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Coelho Winery is more than a vineyard—it’s a whispered secret, a hidden gem tucked away in the Willamette Valley, where Portuguese heritage meets Oregon’s fertile land. In a world filled with wineries competing for attention, Coelho sought to be something more: a brand that transcends vintages, markets, and trends. They wanted to inspire devotion, cultivate a base of evangelists, and create a brand that wasn’t just known but loved.
To achieve this, Coelho partnered with Watson Creative to redefine its identity, sharpen its narrative, and create a wine brand that would stand the test of time. This wasn’t just about aesthetics—it was about crafting an experience, a philosophy, and a world that wine lovers would want to step into again and again.
The concept of the “momentous secret” became central to Coelho’s brand. Inspired by Portuguese traditions and the quiet, intimate nature of its Amity, Oregon location, Watson developed a warm, lively, and expert voice that felt inviting, animated, and deeply knowledgeable.
The visual identity balanced modernity with tradition, ensuring Coelho stood out on the shelf, in the market, and in the hearts of its customers. Key elements included:
Beyond design, Watson developed key messaging and storytelling touchpoints that positioned Coelho as more than a winery. It became a place of belonging, a gathering space where secrets were shared over a bottle of wine, and every sip felt like an invitation to something bigger.
Coelho’s challenge wasn’t about making great wine—they had already mastered that. The real challenge was articulating their essence in a way that connected deeply with consumers. The winery needed a brand that reflected its unique Portuguese influences while embracing the terroir and culture of the Willamette Valley.
Watson began by uncovering Coelho’s core audiences, identifying three distinct personas:
Each of these audiences was seeking more than just a bottle of wine—they were looking for discovery, connection, and meaning. Coelho’s new brand needed to guide them on that journey.
With the new brand in place, Coelho’s transformation was immediate. Wine lovers engaged more deeply, membership and wine club subscriptions grew, and the winery’s visual presence in retail and digital spaces became undeniably stronger. Coelho Winery’s journey proves that a great wine brand is more than a logo—it’s a feeling, an experience, a secret waiting to be discovered. Watson’s strategic storytelling, refined identity work, and immersive digital experiences helped Coelho become not just a winery, but a lasting presence in the world of wine.
“Coelho is a brand that people don’t just buy—they experience. Watson helped us craft something timeless, something that reflects our Portuguese roots while embracing the future. Our wines are more than just bottles on a shelf; they’re moments waiting to be shared.” — Coelho Winery Team
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
