Luxury Strategy for Luxury Wine
Client
Treasury Wine Estates
Services
Social Media Strategy
Social Media Design
Visual Identity
Treasury Wine Estates
Social Media Strategy
Social Media Design
Visual Identity
Treasury Wine Estates is one of the world’s largest wine companies, managing a global portfolio of premium and luxury wine brands. Headquartered in Melbourne, Australia, it owns renowned labels such as Stags' Leap Winery, Beringer, BV, and Etude, distributing to over 70 countries worldwide.
As Creative Director at Kreps Co., Michelle developed a comprehensive social media strategy for four of Treasury Wine Estates’ luxury brands—Beringer, Beaulieu Vineyard (BV), Etude, and Stags’ Leap. Partnering with a social media manager, she created the 2025 social roadmap, covering audience insights, platform and content recommendations, quarterly campaigns, and a flagship annual campaign concept.
In addition, Michelle elevated each brand’s presence by refining their visual identities for social, designing adaptable content templates, and empowering the in-house team to efficiently produce on-trend organic posts without heavy reliance on a designer.
Additionally, she concepted, art directed, managed, and produced a photoshoot for Stags’ Leap Winery to build a fresh library of branded assets.
