Nine Suns by Landor Associates

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CLIENT

A new lux­u­ry win­ery in Napa Val­ley, CA. The prod­uct of a Chi­nese fam­i­ly who had the ambi­tion of cre­at­ing fine wines in the pre­em­i­nent Pritchard Hill region in St. Hele­na, CA. Due to the exclu­sive and lim­it­ed pro­duc­tion, their wines are avail­able to reg­is­tered mem­bers only, aver­ag­ing $250 a bot­tle, and also for on-premise high-end restau­rants for brand image purposes.

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BRIEF

To name and devel­op the brand expe­ri­ence for a new lux­u­ry win­ery that cap­tures the appro­pri­ate wine cues from the cat­e­go­ry, while intro­duc­ing and hon­or­ing the Chi­nese her­itage of the fam­i­ly in a sub­tle and unex­pect­ed manner. 

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APPROACH

Nine Suns ref­er­ences an ancient Chi­nese leg­end where ten suns took turns ris­ing in the sky. When they grew tired of the rou­tine and decid­ed to raise all at once, lakes dried and crops per­ished. The God of Archery was sum­moned to save the land. He aimed. Nine suns fell, leav­ing the one need­ed to keep heav­en and earth in per­fect bal­ance. The sto­ry and archery ref­er­ences the art and sci­ence of wine mak­ing. The cal­lig­ra­phy, God of Archery, and the three-legged sun­birds dress the brand in myth­i­cal flair.

We had the ambition to create a super premium wine brand like no other. We wanted to make sure the brand was relevant to the category but also addressed our Chinese heritage. Together with Landor we created the name Nine Suns that immediately connected the brand to a well-known Chinese legend. We were very impressed with their results as they broke category conventions. The breadth of the work gives us a story that we can continue to build upon in the future. — Wai Chang, Proprietor of Nine Suns