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Creative opportunity
How do we make a wine visually appeal to a new demographic who are novices to the category? The goal was to disrupt the market with a unique, sweet red blend that subverted the traditional cues and fussy, ornate styles of red wine and create an approachable, modern wine brand.

Approach
To celebrate the unique flavour profile of the wine itself, we amplified the role of the smooth, sweet notes through a musical motif. The aim was to evoke the multi sensorial warmth of vinyl records. The centre of the record creates the D monogram as well as a nod to the dot of the ‘i” in “Desiree”. The monogram is visible as a discovery element across further touch points – on the cork and tasting notes for example. The introduction of an icon felt modern and flexible for a wine brand. To finish, the wine label reads as the vinyl sleeve, while bespoke ink production creates a tactile and sensual feel to the ‘record’.

Results
The brand has used the logo within numerous touch points, including in store, merchandise, press kits and point of sale channels across various national wine suppliers and stockists.

Date created: May 2016 2016-05-01T00:00:00+0100
Date published: 21 February 2017 2017-02-21T22:54:21+0000

MADEIT CREDITS

Annual 2017 ShortlistDesireeGraphic Annual 2017 ShortlistDesireePackaging Project featured: on 27th February 2017 Contributor:

jones knowles ritchie has been a Contributor since 25th November 2015.

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Desiree

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