Brand Bicentennial: Two Centuries Told as an Experience
For the 200th anniversary of a distinguished wine house, WMH Project delivered an end-to-end brand expression program: a redesigned visual identity, a brand book, international festivities and two celebration days uniting staff, partners and family. The approach blends heritage with contemporary purity.
Why turn a bicentennial into a global brand program?
A 200-year milestone is a rare inflection point: a chance to reaffirm an identity without betraying it. Rather than a one-off event, WMH Project designed a structured program in three acts — revelation, projection, celebration — linking a graphic redesign, editorial content and physical festivities. This coherence ensures an anniversary generates lasting brand value beyond the date.
How do you modernize an identity without erasing its heritage?
The work began with a new brand block, more sober and legible, foregrounding the logo. Labels across the different cuvées were refreshed: cleaner text, simplified hierarchy, better readability. The logic: remove the superfluous to reveal purity. A brand book formalized this visual language so every touchpoint — packaging, press, digital — spoke with one voice.
Which digital levers extend the experience?
The program included a full website redesign and the launch of an online store, with restrained content and intuitive navigation showcasing the product. A press campaign and social media activation spread the new visual world. The goal: a continuous brand experience, from editorial content to the moment of purchase.
How do you orchestrate a celebration on an international scale?
The festivities spanned five major global cities before converging on the home terroir. Two days framed the highlight: an evening uniting staff, sales agents and distributors from around the world, then a family celebration day bringing together everyone connected to the house. A special cuvée and a dedicated invitation anchored the event in ritual.
What formats unite internal and external audiences?
The program combined an internal newsletter to engage teams, a press relations program to carry the narrative, and a prestigious culinary partnership to deliver a gastronomic experience worthy of the occasion. Each audience — employees, partners, press, guests — found a tailored entry point into the bicentennial story.
Designed and orchestrated by WMH Project — We Make It Happen.
FAQ
What is a brand bicentennial celebration program?
A structured framework that extends an anniversary beyond a single date: identity redesign, editorial content, digital activation and physical festivities, to build lasting brand value.
How do you modernize a heritage identity?
By refining existing codes — a simplified brand block, more legible labels, clear hierarchy — to reveal the brand's purity without erasing its heritage, all formalized in a brand book.
How do you run an international-scale celebration?
By spreading festivities across several major world cities before converging on the home terroir, with dedicated highlights for staff, partners and guests.