Silver Oak Appoints Matter Of Form to Reframe the Future of American Luxury Wine

Silver Oak, one of America’s most storied wine marques, has appointed London-based design consultancy Matter Of Form to evolve its brand world—redefining the visual identity, strategic proposition, and future-facing campaigns that will shape the next chapter of the business.Established in 1972, Silver Oak has long been the Cabernet of choice for CEOs and cellar doors alike. But in an era where red wine is losing ground—and brand loyalty is anything but guaranteed—the leadership team issued a bold brief: help us reignite the American luxury wine category.Over the coming months, Matter Of Form will be working across strategy, identity, and activation to sharpen Silver Oak’s positioning and reinvigorate its role in culture. The objective being to break free from the tired tropes of traditional wine marketing and reintroduce the brand to a new generation of drinkers—without compromising the legacy that made it iconic.“Silver Oak is standing on a foundation most wine brands would kill for: 50 years of heritage, 40% brand awareness, and a cult-like following that includes everyone from Oprah to LeBron. But with the industry facing a cultural inflection point, now is the time to lead. This isn’t just a brand refresh—it’s a flag in the ground.”– Anant Sharma, CEO, Matter Of FormAs the American wine industry contends with shifting consumption patterns, sober-curious lifestyles, and a growing preference for natural, organic varietals, Silver Oak is doubling down on its leadership ambitions. With Boomers aging out and younger audiences drinking differently, the brand’s future depends on resonating with high-income Millennials—an audience with the spending power but not yet the same drinking patterns.Together with the Duncan family, Matter Of Form will be designing a brand experience that resonates with this emerging audience: one that feels culturally attuned, creatively distinctive, and ready to reclaim the prestige of Napa Valley on the world stage.“Matter Of Form laid out a bold strategy that was equal parts emotional and practical—rooted in our heritage, but unafraid to challenge the norms of the category. We believe it has the power to support our ambition to lead luxury American wine back to growth.”– Christine Moll, Chief Marketing Officer at Silver OakFrom a refreshed brand identity to concepting disruptive campaigns, activations and storytelling touchpoints, the partnership will culminate in a new digital-first expression of Silver Oak: less buttoned-up, more lived-in; less about cellaring, more about savouring.Matter Of Form is a design consultancy specialising in brand, CX and digital innovation for timeless brands. To find out more about what we do, get in touch with one of our consultants at hello@matterofform.com. Reasserting leadership through a new brand world—rooted in heritage, modernised for the moment.

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Silver Oak Appoints Matter Of Form to Reframe the Future of American Luxury Wine