Rusty Nail Winery
Branding & Identity | Web Design | Social Strategy & Design | Print Design
Photography | Email & Text Marketing | Packaging | Traditional Advertising
Located in Sulphur, OK, The Rusty Nail Winery opened in 2010 and has been family-owned and operated since the beginning. Over the past several years, however, they experienced a slow decline in business. The branding and marketing that was getting them by was no longer working and they were in dire need of a new website with an online shop, new and redesigned print materials, and all new packaging design services. They were also paying another company for social media management and getting very little in return.
They needed to work with someone who understood their unique needs and how to design with their customers in mind. Their customers appreciate and want a certain subtle kitsch, so the challenge was to produce good design without losing the small-town personality.
Solution
We started our work with The Rusty Nail Winery through refinement of their existing logo and expansion of their brand assets. The result is a contemporary branded identity that embraces its country-chic origins. The color palette takes direct inspiration from the natural colors found in their locally-produced wines and the typography is clean without feeling too buttoned-up. The new identity guided the process of creating a new website with eCommerce capabilities, updating printed materials, and rebranding their own wine labels. Following the success of the original design services, we’ve gone on to provide user experience-driven marketing support to The Rusty Nail Winery including social media management, email, and text marketing.
“I cannot say enough kind things about the Toast team! We have been working together for a few years now on a variety of projects. It all started with a website but they did such a phenomenal job that we added on marketing materials and a complete redesign of our wine labels. Tiffany and Emily are thorough, creative, and a true pleasure to work with. They take immense pride in their work, bring deep expertise and thought leadership to every dimension of our projects, and provide true partnership to the point where we feel like they are part of our winery's team. My mom/partner and I are incredibly fortunate to call them our marketing partners! I cannot recommend them enough.”
— Melissa Lee Alexander, Rusty Nail Winery
Wine Labels
New packaging design includes the creation and design of the Oklahoma Landmark Wine Collection featuring the fine art of local painter Ashley Leming and the funkier and more playful pop-art style redesign of their existing "shoe-themed" wine labels.
Outcomes
The rebrand and launch of Rusty Nail Winery’s new website, eCommerce, and marketing services began just before the peak of the COVID-19 shutdown, which followed already declining sales and visits to the winery. These services were integral to the winery’s survival during 2020, during which they were able to communicate directly with regular customers regarding closures, safety precautions, and options for contact-less wine purchases. Meanwhile, through intentional, branded marketing efforts, new audiences were built during a period that saw a resurgence of road-tripping and staycations that made their rural location a popular destination.
33%
increase in year over year Facebook organic reach since starting services
14%
increase in website traffic from social media within one month of starting services
19%
of December 2021 sales income attributable to email and text marketing campaigns