Storytelling examples
Perrier-Jouët
As the lead in-house copywriter for Perrier-Jouët Champagne, my role was to develop a distinctive tone of voice to be maintained across all internal and external communications with a view to strengthening the brand’s identity.
The company produced two ranges of champagne – vintage and non-vintage – as well as a series of art projects and events throughout the year. For these separate ventures, I created nuanced style guides to reflect the artisanal savoir-faire of the House’s winemaking tradition, and the extravagance of the contemporary collaborations, rooted in the House’s Art Nouveau heritage.
During my time here I created all storytelling documents, social media copy and press releases, as well as writing and editing all of the SEO-forward content for the website, which was updated in 2019.
Key concepts across all channels:
Art and nature
Creative freedom
Key concepts for wine speech:
Tradition, heritage
Savoir-faire
Chardonnay, floral, instantly identifiable
“Since 1811” /”Over 200 years”
Key concepts for the “Art of the Wild” universe:
“Re-enchanting the everyday”
“An unconventional observation of nature”
Extravagant, unbridled, wild
Perrier-Jouët storytelling examples:
Storytelling elements within history section of website
Perrier-Jouët Belle Epoque wine speech reflected in Instagram copy
Direct audience interaction reflected in increased engagement (comments)
Artist and Art of the Wild language used throughout Instagram copy
Instagram lifestyle content laced with hints of storytelling