Cambria
Showcasing the artisanal qualities of a classic California wine.
Looking to engage with the growing demographic of millennial wine buyers, Cambria turned to JMS for help in crafting a new visual language for their bottles. The goal was to create a system that nodded to Cambria’s storied past, and communicated its artisanal roots to younger customers with an eye for genuine, small-batch products. As a result, JMS went back to basics with design, leveraging the romance and vintage feel of grape leaf illustrations paired with a clean, classic script. Each bottle and case also exhibited the qualifier, “Estate grown & bottled,” as a way to proudly claim and communicate the legacy of Cambria’s craft. JMS developed all packaging and promotional materials, in addition to a new style guide and website design, setting up the brand for their next chapter.
The RealReal
Creating a celebratory campaign for the leader in luxury resale.
The RealReal was founded in 2011 with the aim of helping luxury fashion lovers buy and sell their fine goods in an open, trustworthy online forum. The brand quickly took off, garnering interest and loyalty across the fashion industry and beyond. To build on their momentum and maintain their stake in the growing space, The RealReal reached out to JMS when it came time to launch a new campaign. Latching onto the verve, passion, and sheer love consumers hold for scoring a sought-after piece of clothing, jewelry, or fine art, JMS developed a campaign that captured and celebrated that very moment. Hands reaching energetically into the air holding shoes, handbags, necklaces, and more visually represented the volume of luxury products ‘in reach’ on The RealReal site. The campaign launched with an outdoor blitz at New York Fashion Week, followed up by geo-targeted digital ads. The entire initiative, from conception, studio production to digital delivery, was completed in studio.