The agency has already begun concepting for this Dean & DeLuca 72-page, fall/holiday catalog.
“We have a large open area in our agency called the Launch Pad where we do most of our brainstorming,” says Sonia Greteman, agency president and creative director. “Our designers have already plastered the walls with sketches and proposed layouts for covers and spreads. Our work for other ultra-affluent clients gives us a unique understanding of this product and its high-net-worth audience. We’re having great fun coming up with new, innovative ways to display wine and its myriad accoutrements.”
Once initial storyboards are approved, Greteman Group will oversee an intense 10-day photoshoot of up to 140 products. Onsite art direction includes composition, staging, lighting and prop suggestions. The agency will select shots, create layouts, typeset and prepare high-resolution files. It will also organize and store photography in a sure-to-be-large image library.
“Greteman Group has the knowledge, passion, talent and systems that make the agency a perfect partner for this kind of support,” says Deb Stockman, vice president of marketing, Dean & DeLuca. “They’ve captured the Dean & DeLuca personality with their initial work and have certainly impressed us with their creative approach.”
At the agency’s annual June garden party, Greteman says she plans to add a new activity. You guessed it: wine tasting.
“It’s research,” says Greteman.
About Dean & DeLuca
Founded in 1977 by Joel Dean, Giorgio DeLuca and Jack Ceglic with the opening of its flagship store in SoHo, New York, Dean & DeLuca (deandeluca.com) quickly grew into a multi-channel retailer of gourmet and specialty foods, premium wines and high-end kitchenware with operations throughout the United States and abroad. Dean & DeLuca specialty products are sold through its 15 retail stores and cafes in select U.S. markets (New York; Washington, D.C.; Napa Valley; Charlotte; and Kansas City, KS), a consumer and corporate gift catalog, and an e-commerce site. Dean & DeLuca also markets its private label products to other retailers and wholesalers throughout the world.
About Greteman Group
Greteman Group (gretemangroup.com) is a Wichita-based, full-service branding agency, serving a diverse clientele that includes FlightSafety International, Bombardier Flexjet, Bombardier Aerospace, Signature Flight Support, Dallas Airmotive, Royal Caribbean Cruises, Celebrity Cruises, the Kansas Health Foundation, Envision, Kansas State Fair, Kansas Children’s Service League and the City of Wichita. Greteman Group is a Metro Award and Business Marketing Association Pro-Comm Award winner. It has been recognized in such publications as Adweek, Advertising Age, Aldus, Communication Arts, Designing Identity, Identity, Graphic Design USA, Graphis, Hotels, HOW, Novum, Print, Step-By-Step, and by such organizations as the Mead Top 60, Kansas City Art Directors, Strathmore, International Festivals, Graphex Art Directors, and The National Library Council.