Force & Grace Brand Creation

Inspired by the founder’s dynamic life story and its parallels with winemaking, Force & Grace wines was created as a celebration of the bold pursuit of true passion and artistry.



Joseph Carr has a long, successful history as a vintner of the acclaimed Joseph Carr Wines and best-selling Josh Cellars Wines. After thriving in the premium wine space, he developed, in partnership with Deutsch Family Wine & Spirits and Jean Hoefliger, a portfolio of wines inspired by Fine Art which highlight the beauty of California through world-class winemaking.



The team commissioned forceMAJEURE to create this new range’s positioning, story, visual identity, and packaging design – a complete vision of the brand that stays true to the founders’ ethos while providing the quality and luxury cues to make this brand the wine of choice for connoisseurs.



forceMAJEURE’s first step was a strategic phase of work to identify a visual and verbal territory, uncovering compelling truths from Joseph Carr’s history and extraordinary life journey that could forge a new emotional connection with consumers, resonate in the modern luxury market, and establish quality credentials.