Lewis Cellars
/ Overview
Scaling a cult-favorite winery into a provocative, sensory-driven luxury brand.
Executive Creative Director: Michael Ceraulo
Creative Director: Nick Driggs
Design Director: Andres Lombardo
Digital Designers: Ian Carolan, Andrew Peters
The Setup
Lewis Cellars, a Napa Valley estate with a "Wine of the Year" pedigree, had reached a pivotal moment of expansion. Known for its fiercely loyal following and a reputation for "if you know, you know" exclusivity, the winery needed to transition from a boutique 5,000- case producer to a scaled-up powerhouse following a major property investment.
The Objective
Our task was to build a comprehensive brand world that reflected the "Big Reds" and "Sexy Chardonnays" the label is famous for. We needed to reintroduce Lewis Cellars to the wine world as a premium, aspirational destination, drawing in guests beyond the existing following while maintaining the boutique soul that garnered its cult status.
We pivoted away from heavy graphic elements that can over- commercialize a legacy brand, instead anchoring the identity in high-end lifestyle photography and bespoke art. By drafting off the bottle design— rich, warm tones and deep blacks—we developed a design system focused on depth, texture, and a provocative sensory experience.
To inject an air of intrigue and provocation, we commissioned non-traditional, mixed- media artwork from a single artist. Guests navigate the estate with bespoke art gallery booklets that share the inspiration and meaning behind each piece, paired with high-touch welcome kits, luxury menus, and tactile ordering forms — sensory touchpoints from the moment a visitor arrived.
To extend this premium energy to remote audiences, we developed a sophisticated digital ecosystem. The platform prioritizes high-level brand storytelling, leading the user through a rich narrative of history and craft before transitioning into a streamlined, high-performance e-commerce engine. This allows both new and existing customers to discover and purchase with an intuitive ease that mirrors the in-person tasting experience.
We nurture the guest relationship through a robust CRM and communication strategy. This system uses exclusive content and personalized offers to maintain a deep connection with the brand's most loyal advocates. From email newsletters to exclusive member invites, every touchpoint uses the same rich visuals and storytelling as the main site, ensuring the "Lewis Insider" experience stays premium and exclusive.
Covered California
Wine Sales in First Six Months
Estate Bookings
Average Time on Site