Brand Strategy
Just Wines: Collection Naming & Merchandising System
Creating memorable collection names and merchandising copy that helped customers navigate thousands of wines more confidently.
Overview
Large product catalogues need structure. We developed naming systems and collection messaging that grouped wines by style, occasion, region and customer preference, making browsing easier while supporting SEO and seasonal campaigns.
The challenge
Generic collection names provide little guidance or personality.
The challenge was creating memorable names that reflected customer intent while remaining commercially relevant and search-friendly.
What we delivered
- Collection names
- Bundle names
- Collection descriptions
- Category messaging
- Promotional collections
- Seasonal merchandising
- Landing page copy
- Navigation labels
Our approach
Collections were organised around how customers actually shop rather than internal inventory structures, creating intuitive browsing experiences supported by engaging copy.
Results and highlights
Named hundreds of wine collections.
Improved product discovery.
Strengthened merchandising.
Supported seasonal campaigns.
Enhanced customer navigation.
Why this project matters
Strong merchandising begins with organisation. This project demonstrates how thoughtful naming and messaging improve discoverability and customer confidence.
Could we do this for you?
If your brand has the same problem, the answer is almost always yes, and the shape of the work would be scoped to your catalogue, your market and your budget rather than copied from here. Email hello@draftrooom.com, start a chat, or schedule a free call. We reply within one hour during working hours, and always within two.
Frequently asked questions about this brand strategy project
What did The DRAFT ROOOM do for Just Wines?
Creating memorable collection names and merchandising copy that helped customers navigate thousands of wines more confidently.
What was the biggest challenge on this project?
Generic collection names provide little guidance or personality.
What was delivered?
Deliverables included collection names, bundle names, collection descriptions, category messaging, promotional collections, seasonal merchandising.
What were the results?
Named hundreds of wine collections.
Can you do this kind of brand strategy work for us?
Yes. This is a service we run continuously. Tell us your category and goal and we will scope it in writing with a fixed price. We reply within one hour during working hours, and always within two.
Let's build a brand your audience remembers.
Tell us what you are trying to grow. We will show you exactly how we would shape your brand and create the content to get there. No jargon, no pressure, just a clear plan and a straight answer.