Don Sebastiani & Sons:
A Brand Evolution

“We were made to do this. It’s our tradition. It’s in our blood.” – Don Sebastiani

CLIENT: DON SEBASTIANI  SERVICES: STRATEGY/BRAND/DESIGN/EVENT/COPY

We took a “sky’s the limit” and unconstrained approach to this project as as to not limit the creative process and the possibilities of how this brand could grow. All concepts were based on the established creative brief and multiple strategy workshops. Our “true-north” for each concept was the main goal of brand evolution– pushing Don & Sons to become a true Lifestyle Brand.

“Brand evolution is akin to the gradual maturing of a fine wine. It’s about making subtle shifts that enhance the brand’s identity, making it feel contemporary without severing ties with its historical context.” – The Brand Innovation Group

We also took steps to ensure the future of the brand still speaks to the undeniable heritage and tradition it is built on. The concepts were rooted on three main themes: The Don Sebastiani & Sons Experience, DSS Wine, and DSS Tequila. Each theme was examined through specific lenses: an overview, goal, audience and a list of associated brands. We produced 3 concepts per theme for client review and execution. Here is a sampling of some of the concepts. Full presentation available upon request.

THE
EVOLUTION

Don is the fourth generation of the Sebastiani family. Pictured is his father, Don Senior, August and Samuele Sebastiani who first came to California in 1855.

The following above image and below quote is an excerpt from an article published by www.the-buyer.net:

It all started with my great-grandfather, Samuele Sebastiani, who emigrated from Tuscany to California, through Ellis Island, around 1895. Having initially worked hauling paving stones from quarries in Sonoma, he started making wine around 1904, selling it from his cart, before buying the winery site in 1909. Then my grandfather, August Sebastiani, really expanded the winery and this was passed down to my dad, Don.

“For me, wine is about family and legacy…” – Donny Sebastian

I’m the fourth generation and grew up in the original Sebastiani winery before we sold a proportion of the estate to Constellation and Foley in the early noughties. Around the same time, I set up a new wine business, Don Sebastiani and Sons, with my dad and brother August, with a focus on quality and creating appellation-driven wines and I assumed the role of running Don & Sons in 2009.