Design Drinking: Will Collins
Join us Thursday, March 22nd, 6:00 PM at Cannibal & Craft for Design Drinking! This month’s Design Drinking will feature guest speaker Will Collins, Creative Director and founding partner of Archetype. Will’s talk will be “Wine Country: Designing Beyond The Box” where he will give us an in-depth look at designing for Bota Box, one of the original boxed wine brands available in today’s market.
Topic: Wine Country: Designing Beyond The Box
Bota Box is one of the original boxed wine brands available in today’s market. Their staying power derives from over delivering on wine quality for the asking price, plus a persistent, honest and eco-friendly message. In 2012 Bota partnered with Archetype to help with refreshing their brand and evangelizing their messaging across social channels to build buzz among the younger, active, adventure-driven demographic. By 2016, Bota had grown its annual sales from 250,000 cases to 4 million cases and became the first boxed wine ever to be featured on the cover of Wine Enthusiast magazine. Archetype’s work with Bota marked the beginning of many brand partnership adventures, from leading creative campaigns to deploying content strategies, for such Wine Country clients as Noble Vines, Gnarly Head, Raeburn Chardonnay and Ritual Wines.
Will is Creative Director and Founding Partner of Archetype. He’s an anthropologist, musician, and visual artist with Southern roots and a global mindset. With over 10 years of design experience, Will enjoys creating story-rich, utilitarian identity for beloved local businesses, burgeoning startups and multinational brands, specializing in food, beverage and hospitality. Will graduated from the University of Arkansas, Fayetteville, with a degree in Anthropology, as well as attended University of Otago in New Zealand and Poggio Colla Field School in Vicchio Italy for studies in Ethnomusicology and Archaeology. He is a proud Fayetteville native, husband and father of two.
Date: Thursday, March 22
Time: 6:00–8:00 PM
Presenter: Will Collins
Location: Cannibal & Craft