Imagine… Capture… Design…
“Four Corners” Brand Proposition: Delivering the Sensual Panache of World Class Wines with grapes sourced from California (USA), Chile, Spain, and South Africa – the Four Corners of the World.
Unique Market Position: Flamboyant with Reckless Courage, these wines exhibit alluring intensity and classic flavors with silky textures and diminished caloric content (25% less than most wines).
Product(s): Red and White wines showcasing the varieties of renown from each producing country: Zinfandel (California), Verdejo (Spain), Sauvignon Blanc (South Africa), and Carmenere (Chile). Upcoming Releases: 2013 Sonoma County Zinfandel and 2014 Stellenbosch South Africa Sauvignon Blanc.
Price: Super Premium. $18.00 to $25.00 per bottle MSRP depending on the variety and country of origin.
Placement: The initial launch of the brand will be in the Southern United States (Los Angeles, San Diego, Inland Empire, Phoenix, Tucson, Houston, Dallas, & San Antonio). Target resellers will include trendy bistros, wine bars, and cutting edge wine shops. Chain & mass market stores, family style & white tablecloth restaurants will not be targeted.
Promotion: These wines will be hand-sold focusing on “wine by the glass” programs and in-store staff recommendations for consumer trial. Distributor and retailer incentives will be in place to recognize and reward the hand-selling undertaking.
Target Consumer: An “Experimenter”. Imagine an Artist, Architect, or Designer. Someone who dresses a little differently. Male, female, gay or straight, they are adventurous and individualistic. Someone whose interest is piqued by tasteful images, style, words, and descriptions – not wine scores. Always a year or two ahead of everyone. Fashionable and different. A typical night out with their significant other is a bottle of wine at the trendy new bistro on their way to the theatre or a reception for their favorite artist’s gallery opening. Revered by their friends, these folks are fun, well-read, well-spoken, and attract attention wherever they go. They are “uber-cool”.
Package: Tasteful. Stylish. Sensual. The glass bottle will be a “punted” claret or Bordeaux shape - see attached files. Red wines will be cork-finished using tin capsules and white wines will use Stelvin closures (screw caps) to retain freshness. Labels will be produced as pressure sensitive and may include gold foil, stamping or embossing as included in the design.
The Project: Design a front wine label artwork to best capture the brand essence while resonating with the target consumer described above. The impact of the label needs to be quality-focused emphasizing wine quality frequently discovered in wines priced $10.00 more. We have intentionally left the canvas blank to allow designers a free hand in creating their visual image and design concept for our brand. Thank you for your creative input and interest.