Lucky Girl Rosé
Branding
Creative
Content Marketing
Paid Media
Print & Packaging
Retention Marketing
Website Design & Dev
SMM
Food & Drink
Consumer Brands
Background
The Challenge
Lucky Girl Rosé began as a vision to disrupt wine’s dusty conventions—bringing quality, transparency, and personality to a category that too often settles for clichés. Crafted at Casa Locé, home to some of California’s most acclaimed wines, Lucky Girl fuses world-class winemaking with playful, irreverant optimism. Entrepreneur Akilah Releford Gould set out to create a brand that honors young women not as an afterthought, but as the main event—a brand with both credibility and irreverence. Still in its early stages of development, Lucky Girl came to us with only a logo in hand, looking to The Branded to build out the brand, the marketing strategy and ecommerce website.
01. Branding
Challenge
Wine, for too long, has been wrapped in tradition—buttoned up, serious, and out of touch with the energy of its next generation. Most brands still speak in tasting notes and exclusivity, missing the reality that today’s wine drinkers crave authenticity, relatability, and joy. Lucky Girl set out to break the mold, determined to deliver world-class winemaking through a brand that’s as bold, bright, and effortlessly social as the women it celebrates.
Strategic Leap
We saw the real opportunity: to blend the best of both worlds—the pedigree of Casa Locé’s world-class winemaking with branding that feels bold, irreverent, and genuinely inviting. We recognized that authenticity—not just quality—would be our differentiator. Our first move was to build a brand from the inside out: grounded in fine winemaking but shaped by the rituals, humor, and solidarity that define a new generation of women. We worked with Akilah to establish Lucky Girl’s role not as a product, but as a platform—a brand that could sit at the center of group chats, celebrations, and everyday moments. The strategy was simple: speak to young women the way they speak to each other—clever, honest, and with a sense of belonging.
02. Visual Identity & Social Code
Challenge
Most wine brands play it safe—stiff labels, muted tones, and a fear of color. This category misses the chance to connect emotionally and culturally, especially with younger audiences looking for brands that match their energy.
Strategic Leap
We created a visual world that’s unapologetically joyful and bold. Lucky Girl’s identity borrows cues from modern beauty, lifestyle, and pop culture—never from the dusty wine shelf. Every design detail—from bottle to digital—signals a premium experience that invites you in. The brand’s playful spirit is backed by the heritage and craft of Casa Locé, making every touchpoint feel as special as it is shareable.
03. Digital Experience & Community Building
Challenge
Wine e-commerce is often shrouded in elitism and secrecy, ignoring the reality that community is everything for today’s consumer. With just one SKU at launch, Lucky Girl needed to transform a single product into a movement.
Strategic Leap
We built the website and social channels to feel like the start of the party—frictionless shopping, relatable content, and community at the core. Product storytelling spotlights both the world-class winemaking and the “text-your-bestie” energy of the brand. Retention marketing extends the celebration, using playful campaigns and authentic moments to deepen engagement long after the first toast. To bring the digital brand to life, Camp Lucky invited the community together for social-driven photo ops, content, and connection. What began as a launch moment has evolved into an ongoing cultural force, expanding the brand’s reach and deepening its impact.
04. Growth Engine & Momentum
Diagnosis
In wine, early buzz usually fades fast. Most marketing is either prestige-driven or built for a flash in the pan—rarely both.
Strategic Leap
We launched an integrated marketing system designed to build sustained excitement. Performance campaigns and social moments are timed to real cultural rituals—from girls’ nights in to summer celebrations—so Lucky Girl always feels timely, never try-hard. Funnels and email journeys turn one-time buyers into loyal fans.
The result
Lucky Girl Rosé doubled conversion rates, increased attributed revenue by 688%, and secured its place as both a world-class wine and a cultural connector.
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