HELLO
1/26
CHALLENGE: Develop a wine brand that educates new drinkers to the category. Develop a brand strategy to launch a kit/line of wines.
MISSION STAT EMEN T
2/26
I N T E R V I E W A N D S U R V E Y R E S U LT S
RESEARCH
55.55%
Fall in the age range of 21-35 years old
50%
Male to Female ratio
43%
Wine with a meal or at social gathering
38.89%
Consume wine several times a week
37.50%
Choose a wine bottle based on its aesthetic design
3/26
JENNA FISHER LOS ANGELES, CA AGE: 24 STATUS: Single OCCUPATION: Marketing Consultant HOBBIES: cooking; painting; exploring new restaurants and venues in the greater LA area
Jenna enjoys drinking wine a couple nights a week, but hopes to look into brands that are not on the bottom shelf. While she has a few favorites that her mom has shown her, the 24 year old wants to be able to find a quality wine to enjoy and tell others about. In addition to this, Jenna loves to cook and knows what flavor of wine to pair with certain foods. She regularely attends dinner parties since moving to LA after college and feels that knowing about wines is important to know for this sake.
PERSONAS
4/26
CAMERON COHEN SEATTLE, WA AGE: 30 STATUS: Single, dating on Tinder OCCUPATION: Marketing Consultant HOBBIES: intramural sports; updating his fantasy football; taking his bulldog, Prince on walks Cameron is a big sports fan and loves to spend his weekends drinking beer and watching football with his friends. While this is one of his favorite pastimes, Cameron is starting to realize that having a higher taste in alcohol is important to have. Cameron is motivated to learn about wine in hopes to impress a girl. When Cameron goes to the store, he is going to look for a wine that is expensive looking yet affordable, new and unique that his date may not know about, and a wine that is going to pair well with the cheese on the hors d’oeuvres plate he has prepared for when he invites a girl over for dinner.
PERSONAS
5/26
ALICE & JON HARRISON SAN DIEGO, CA AGE: 30 & 32 STATUS: Married (Newlyweds) OCCUPATIONS: Elementary school teacher(Alice), Realtor(Jon) HOBBIES: hiking Torrey Pines trail, going to farmers markets, Jon surfs, The Harrison’s are a newlywed couple living in San Diego, California. Allison and Alex are learning to transition from going out to the bars, to hosting dinners and learning to cook for each other. The couple loves to take trips to the store together, and loves to pick out new wines to try each week. Allison loves white wine while Alex prefers red wine. They do not mind buying both flavors, especially because it influences what they buy for dinner. The Harrison’s are newly married, starting a new life, yet they have a mature taste and knowledge of wine. They are new to their neighborhood and want to establish new friendships within the community.
PERSONAS
6/26
PERSONABLE
BRAND WORDS
BOLD
I N N O VAT I V E
7/26
T H E C ATA LY S T O F F E R M E N TAT I O N
C ATA LYS T
8/26
catalyst
[kat•l•ist] noun 1. Chemistry. a substance that causes or accelerates a chemical reaction without itself being affected. 4. a person whose talk, enthusiasm, or energy causes others to be more friendly, enthusiastic, or energetic.
C ATA LYS T
9/26
catalyst
[kat•l•ist] noun 1. Chemistry. a substance that causes or accelerates a chemical reaction without itself being affected. 4. a person whose talk, enthusiasm, or energy causes others to be more friendly, enthusiastic, or energetic.
C ATA LYS T
10/26
T H E C ATA LY S T O F A G R E AT P A R T Y
C ATA LYS T
11/26
C ATA LYS T
LOGO
12/26
C ATA LY S T is dedicated to providing high quality wines that enrich our consumers’ lives in ways that far exceed the dinner table. Our mission is to make consumers more confident in choosing authentic
wines that make an impression.
MISSION STAT EMEN T
13/26
LEAVE AN IMPRESSION
C ATA LYS T
14/26
BOTTLES
15/26
BOTTLES
16/26
BOTTLES
17/26
FRONT
PACKAGING
BACK
18/26
TOP VIEW
40 UNITS 120 BOT TLES 6.5’ TA L L
EN D C A P D I S P L AY
19/26
MAGAZINE AD
20/26
MAGAZINE AD
21/26
SOCIAL MEDIA
22/26
SOCIAL MEDIA
23/26
GUERILLA MARKETING
24/26
COLL AT ER AL
25/26
THANK YOU
26/26