Chateau whooo cares?
Nice started as canned wine for people who like wine but don’t want to pretend they know much about it. As they expanded into bottles and wine on tap, they needed a brand that could grow with them. I led the brand strategy, creating Chateau Who Cares, three words that cut straight through the usual wine-speak and now appear on every can and bottle.
As copy director, I developed the tone of voice and guidelines, building a brand that pairs Nice wine not with tasting menus but with reheated noodles, lost afternoons, flatpack furniture disasters, or whatever else people are actually doing.
I’m currently working on a full rebrand for Nice, set to launch sometime in 2026.
