Creation of new range of wines: Dot.
Domaines Vinsmoselle/Cactus
Create a range of wines for Cactus and Domaines Vinsmoselle, whose target customer case should be young people uninitiated into the world and cult of wine. The wine (white and rosé) will be sold at a price of €4.95. The name and packaging should be unashamedly modern and stand-out. As the product will not have support in communication terms, the design should have a strong visual impact on the shelf.
The visual identity of the bottle has been stripped down to the basics and puts the spotlight on this wine’s promise: “A new way of enjoying wine: uncomplicated, to the point, wine”. The dots in a variety of colours symbolise grapes and give the idea of a fruity wine, whilst ensuring the bottle will make an impact and stand out on the shelf. The English names “Dot.white/Dot.rosé” refer to “dot.com” domain names, so targeting the established group: generation web 2.0.
Cactus and Domaines Vinsmoiselle benefit from a range of wines that complement those they previously had available and enable the company to reach out to potential customers. 3,000 bottles were sold during the launch stage over the summer.
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