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Oregon’s wine industry has always been driven by pioneers—winemakers who saw opportunity in rugged landscapes, carved out a niche in the global market, and built a reputation for world-class Pinot Noir. But as the industry expanded, it faced a critical challenge: unifying more than 900 wineries and 1,300 wine grape growers across a vast and varied geography, each with its own story, style, and ambition.
Watson Creative was engaged to define Oregon Wine’s global brand identity, create a cohesive marketing strategy, and elevate Oregon as a premier wine destination. This was more than a branding exercise—it was an economic and cultural initiative, designed to bring stakeholders together, increase tourism, and drive international sales. After a highly competitive RFP process, Watson was selected for the complexity of the challenge and the depth of research required to build a brand that represents an entire industry.
Oregon’s wine industry is one of the most geographically diverse and terroir-driven in the world. From the Willamette Valley’s volcanic soils to the high desert plateaus of Eastern Oregon, every AVA has a unique story to tell. The challenge was creating a single brand that embraced this diversity, honored individual winemakers, and positioned Oregon Wine for growth across tourism, domestic sales, and international exports.
Watson’s approach was research-driven from the start. We didn’t just study the industry from a distance—we embedded ourselves in it, traveling across the state to conduct in-depth primary research.
This project wasn’t built on assumptions. It was built on the road, in the vineyards, at the tables of winemakers, and in the cellars where the industry’s future is being shaped.
Watson’s founder and CEO, along with his family, embarked on an extensive road trip across Oregon’s AVAs, experiencing firsthand the nuances of each region. This journey provided insights that no dataset alone could capture—the culture of the tasting rooms, the subtle differences in hospitality approaches, the landscape that shaped each vintage.
Twenty-four days on the road, covering 1,240 miles. Twenty-one wineries visited, 43 wine industry professionals interviewed, 56 consumers engaged in focus groups and direct research. Forty-six miles biked, 21 miles hiked, 11 miles rafted, and one fish caught. This wasn’t just about wine—it was about understanding the soul of the industry, the motivations of visitors, and the stories that could define Oregon’s place on the global stage.
The Oregon Wine rebrand touched every aspect of the industry’s communication and marketing efforts. Watson developed a brand identity and logo system that created a unified look across AVAs. Narrative development framed Oregon Wine’s global story. A redesigned website and digital strategy improved consumer engagement and tourism outreach. Advertising campaigns were tailored for domestic and international audiences. Print collateral, wine labels, and trade materials ensured brand consistency. Social media and influencer partnerships elevated Oregon Wine’s presence among sommeliers, buyers, and consumers worldwide.
“After a very competitive RFP process, we chose Watson to help us meet a deeply complex challenge: to create and express an inclusive, authentic identity for Oregon Wine that cultivates a singular sense of pride, shared purpose, and direction forward for Oregon’s 900 wineries and more than 1,300 wine grape growers—ultimately elevating Oregon wine on the world stage. The research, insights, messaging, and design that Watson delivered have exceeded our expectations. Not only does the work encompass a wide range of personalities, wine styles, and geographies, but it does so in a way that highlights Oregon’s ‘True Character’ and will leave an impact on the Oregon wine industry as a whole for decades to come.”
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.
