In an effort to stand out with a compelling visual and messaging, Fleurs de Prairie adopted a fresh brand positioning so consumers could feel more authentic and freer spirited than they would drinking other Rosés.

These attributes were highlighted by utilizing the unique shape and floral embossing of the bottle, as well as the new label which highlighted the wildflower assets unique to the brand. Additionally, wild flowers of the valleys in France were shown to bring the wilder and more organic spirit of the brand to life.

A photoshoot and extensive research into florals were necessary to create the final visual, as well as a hand-lettered “Rosé” to truly tie in to the “Wilder” theme. There were several in store pieces created, including a 3-case sleeve, dimensional pole topper, shelf talker, case card, wine charms and necker, window cling, cooler cling, and updated wine rack display.

New brand guidelines were designed in order to reflect updated usage of the floral assets to guide future photo shoots and align to the new visual identity, as well as a fresh color palette and font usage to accompany the look.

In addition, there were several sampling pieces, including an umbrella, table cloths, and towel.

Designer/Art Direction: Valentina Stefanidis
Photographer: Eddie Berman
Sr. Project Manager: Chau Nguyen

This 52-recipe cocktail booklet was designed for a company-wide sales force spirits training session. The design is reminiscent of stylized classic bar menus on chalk boards, with individually hand lettered cocktail names, and hand drawn flourishes and embellishments.

The goal of the Josh Reserve Spring key visual and photoshoot was to convey not only the Spring occasion, but a gathering with a guest of honor to drive sales during not only an important seasonal period, but also a busy time of the year for celebrations.

Design Managers: Jesse Scalise, Stephen Keefe
Graphic Designer: Valentina Stefanidis
Photographer: Eddie Berman
Senior Project Manager: Jaime Middlebrook

Luxury gift box developed with a custom 10 year anniversary logo to highlight a decade of quality winemaking and sixty 90+ score points for The Calling, a Sonoma based wine brand.

Graphic Designer: Valentina Stefanidis
Senior Packaging Project Manager: Erin Tanner

Dos Equis Ambar is the perfect pairing with any Mexican meal. That is why we conceptualized and crafted a kit to enjoy Ambar with food at home. The idea behind the design was to illustrate custom tiles in the style of Mexican hand painted tiles, and from that evolved this kit which includes recipe cards, tile coasters, glassware, an enamel pin, and re-usable shopping bags for all your fresh ingredients to create your Mexican meal to pair with Ambar.

The Ambar specific point of sale was the design inspiration for the kit, with the custom illustrated tile and social occasion to tie it all together. The sweeps then drove consumers to enter for their chance to win the kit.

Illustrations/KV Design/Kit concepting and Photography: Valentina Stefanidis, Senior Art Director

Senior Copywriter: Allison Babin

Dos Equis Cinco Party Kit-Case Artwork

The design for this was inspired by traditional Mexican leather goods, which often have floral decorative designs embossed on them. The artwork was created using a combination of vector outlines and shapes, and digital painting techniques to make the artwork appear 3 dimensional and embossed when printed.

Art Director-Valentina Stefanidis | Associate Creative Director-Eric Smith | 
Photographer (Preview Photo) - Eric Gilbert | Agency-TracyLocke

The inspiration behind this logo design came from the WLF's desire to represent the strength that the unity of women of all backgrounds brought to the company. The interlocking hands represent unity, and the differing sizes and shapes diversity, all coming together to form the Heineken star.

Art Director-Valentina Stefanidis | Agency-TracyLocke 

Design and layout for the 2017 Heineken Customer Value Proposition Booklet

Art Director-Valentina Stefanidis | Agency-TracyLocke

This custom illustrated artwork was created for the 2018 Dos Equis Albuquerque International Balloon Fiesta point of sale. The art was influenced by the street art of Albuquerque, New Mexico, where there are many wall murals, some including the well known hot air balloons famously known in the area.

Also pictured is a custom designed LED sign and pins from the 2017 and 2018 festival.

Art Director - Valentina Stefanidis

This creative concept for the 2018 Dos Equis sponsorship of the Life is Beautiful Festival in Las Vegas was custom created and digitally illustrated using the bright festival colors, and is greatly influenced by art created during the festival, particularly wall murals.

The creative was used to create a microsite for people to participate in order for a chance to win tickets to the Life is Beautiful festival.

Art Director - Valentina Stefanidis

This custom illustration was created specifically for the Los Angeles, California region to capture the attention of consumers, and to get them to purchase Dos Equis products and enter for the chance to win exclusive tickets to LA specific events. The idea behind the artwork was to portray the iconic and easily recognizable Hollywood Boulevard while maintaining the LA street art vibe.

Art Director - Valentina Stefanidis

Cervezas de Mexico variety pack point of sale was meant to mimic the look and feel of pasted posters on concrete, which are seen throughout Mexico. The treatment of the headline was also 
inspired by Mexican posters. 

Art Director-Valentina Stefanidis | Senior Art Director-Christopher Battle | Agency-TracyLocke

This on-premise Dos Equis Ambar program was created to educate consumers about the perfect pairing; Dos Equis Ambar and Mexican food. In order to get an authentic visual, we started from the ground by planning and executing a photoshoot, creating various visuals to show just a few of the amazing pairings people can order with their beer.

Associate Creative Director | Eric Smith, Art Director - Valentina Stefanidis | Eric Gilbert - Photographer | Agency - TracyLocke

The t-shirt was created as another piece to sampling events at bars and restaurants to be worn by brand ambassadors.