Visual Direction
This page should feel warm, intimate and experiential.
Not product-driven.
People should want to attend a tasting after scrolling through it.
Hero
A beautiful lifestyle photograph.
People laughing around a table.
Wine glasses.
Food pairing.
Candles.
Conversation.
Headline
More Than Wine. An Experience Worth Sharing.
(01)
Project
Overview
Introducing a New Wine Culture
Soterráneo partnered with MT Creative Agency to launch a brand that would transform wine from a product into an experience. Combining retail, wine tastings, consulting, and culinary events, the challenge was to introduce an entirely new concept to a community with little exposure to wine culture. Through approachable communication and strategic storytelling, we helped position Soterráneo as the region's reference for discovering and enjoying Argentine wine.
(02)
Project
Details
Immersion
Social Media Management
Business Category
Winery & Wine Experiences
Services
Strategy / Content Planning / Graphic Design / Photography / Videography / Copywriting / Posting / Community Management / Consulting / Reporting
(03)
Strategy
& Results
Launching Soterráneo meant building curiosity before building customers. We developed a warm, conversational tone of voice that made wine feel approachable without losing its sense of expertise, inviting people to learn, ask questions, and become part of a growing community. Rather than reinventing the visual language of wine, we refined it with a modern identity that appealed to both experienced enthusiasts and younger audiences discovering the category for the first time. The result was a thriving community, consistently sold-out tasting events, successful partnerships with hotels and venues, high engagement across digital platforms, and a brand that helped establish a new wine culture in the region.
Project Overview
Show:
Instagram feed
Branding applications
Wine tasting invitations
Event photography
Food & wine pairings
Stories from the events
The first impression should communicate that Soterráneo isn't simply a wine shop—it's a community built around shared experiences.
Strategy & Results
Organize the visuals into four themes:
🍷 Wine Culture
Educational content
Featured wineries
Wine recommendations
Pairing guides
🍽️ Experiences
Tastings
Dinner events
Corporate experiences
Workshops
📸 Lifestyle
Guests enjoying events
Food pairings
Behind the scenes
Hospitality moments
🤝 Community
Sold-out events
Partnerships
Audience interaction
Event announcements
