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Domaine Serene is America’s most awarded winery, a name synonymous with excellence in Pinot Noir and Chardonnay. Founded in 1989 by Grace and Ken Evenstad, Domaine Serene pioneered Oregon’s luxury wine industry at a time when the world had yet to recognize the Willamette Valley’s full potential. Over the decades, their influence expanded beyond the Dundee Hills, cementing their place as one of the most prestigious names in American winemaking.
In 2014, Domaine Serene approached Watson Creative to refine and evolve their brand. The winery was celebrating its 25th anniversary, acquiring vineyards—including holdings in Burgundy, France—and expanding its estate. This milestone called for a brand strategy that would elevate its visual identity, enhance its retail presence, and create an immersive digital experience worthy of its wines.
Domaine Serene had already established its reputation for craftsmanship and world-class wines. However, as the brand grew, it needed to translate that excellence into cohesive branding, packaging, and storytelling across every touchpoint—from bottle labels to online retail experiences.
Watson engaged in comprehensive brand strategy and execution, ensuring every element of Domaine Serene’s identity reflected its heritage, prestige, and forward-thinking innovation.
Key initiatives included:
Luxury wine packaging is more than aesthetics—it’s a tactile experience that conveys quality, history, and exclusivity. Watson reimagined Domaine Serene’s labels, bottle designs, and packaging, ensuring they reflected the meticulous attention to detail that goes into each vintage.
The design work was inspired by Burgundian traditions and Oregon’s terroir, integrating:
The collaboration between Watson and Domaine Serene resulted in a stronger, more cohesive brand presence across every touchpoint. Domaine Serene’s retail visibility increased, with more recognition in competitive luxury wine markets. The new packaging elevated shelf appeal, driving stronger consumer engagement and reinforcing exclusivity. The online and trade experience streamlined purchasing and education, creating a more immersive journey for wine collectors and distributors alike. Watson also developed a club membership platform and rewards system, integrating exclusive benefits both at Domaine Serene’s locations and through online sales. This enhanced customer loyalty, increased repeat purchases, and provided club members with personalized offers, early access to limited releases, and VIP experiences at the winery, further strengthening the brand’s connection with its most devoted customers.
“Watson helped us bring our brand to a new level—refining our story, our presentation, and the way we engage with the world. Their ability to combine strategy, design, and digital solutions made an impact that will carry us into the next generation of Domaine Serene.”
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.
