LIVE CLIENT

What if the people wine needs most want it the least?

Wine has a Gen Z problem! They’re not avoiding it because they hate it, they’re avoiding it because they hate feeling out of control in a world that never forgets.

Hit the highlights

TL;DR

The Brief

OVERVIEW

Wonderwerk is a natural wine maker.

Based in California, Wonderwerk is operating in a category that has been in steady decline as its most loyal consumers, baby boomers, age out. Meanwhile, Gen Z is opting out of drinking altogether, causing a ripple effect for everyone from bottle makers to distributors to winemakers.

TL;DR:

In a world where every awkward moment can go viral, Gen Z is opting out of drinking altogether. Natural wine maker, Wonderwerk invites them to Enter the Radius, a phone-free party you can’t search for, only find. Where cryptic clues lead the curious to DJs, wine, and zero cameras.

The Brief:

Wonderwerk

Objective:

Create brand awareness with Gen Z.

Problem:

Gen Z's sobriety is crushing the wine industry.

Insight:

In surveillance culture, sobriety feels like safety.

Strategy:

You hold the glass, it doesn't hold you.

You're worried about your relationships.

54% of Gen Z fear that one bad night will destroy their relationships.

From friendships to jobs, one viral video can cost them everything.
The mere possibility that someone is recording changes how we act.

You're worried about being cyberbullied.

36% worry that being recorded will lead to cyberbullying.

Cameras have created "social media anxiety."
One wrong move can be circulated in a matter of minutes.

You've stopped going to the gym.

Nearly 20% of Gen Z have quit the gym out of fear of being recorded.

85% say the gym makes them feel uneasy.
One in 10 admit to secretly recording someone else at the gym.

You've stopped going on dates.

Gen Z men have stopped going on dates out of fear of being recorded and mocked.

This has made what would be normal interactions feel risky.
Screenshots of dating profiles, conversations, and awkward interactions regularly get posted on socials

BIG PICTURE

When a generation stops going out, they also stop growing up.

Those rites of passage that once built resilience are disappearing.

Awkward moments

Bad dates

Learning your limits

Messing up and recovering

Without these micro-failures, we're raising adults who have fewer coping skills, weaker social intution, and a lower tolerance for discomfort.

Gen Z didn't stop wanting to have fun, they just stopped feeling safe having it.

Wonderwerk's opportunity isn't to push drinking... it's to give control back.

STRATEGY

With Wonderwerk, you hold the glass, it doesn't hold you.

Wonderwerk becomes the wine designed for controlled calm, not chaos.

Wine consumed intentionally

Increases GABA, calming the nervous system.

Paired with positive social exposure

We can retrain the mind to feel safe again in social environments.

Stripping away cameras

Protects privacy and unlocks presence.

Protecting the moment

Allows people to fully live in it.

The MOVEMENT

Enter the Radius:

The Radius is the aura created around an opened bottle of Wonderwerk. A space away from the pressures of social media, peers, and our own self-expectations.

An analog approach, but why?

For a generation used to constant documentation, analog touchpoints feel refreshing and safe.

The design system pulls from the aesthetic and imagery of 90's rave flyers. Not for nostalgia, but for the energy they represent.