YELLOW+BLUE WINES / PACKAGING by speardesigngroup

Assignment

Develop brand packaging that conveys: - Quality wine - Organically-grown grapes - Environmentally-friendly container

Strategies

Evaluate current packaging Determine efficiencies in brand image messaging.

Develop new packaging That separates and elevates Y+B from its competitors and motivates both consumers and retailers to purchase.

Target Audience

Packaging to appeal to a young, hip crowd.

Primary: urban sophisticates (ages 21â&#x20AC;&#x201C;35) with a keen interest in green/organic products, but who donâ&#x20AC;&#x2122;t want to sacrifice quality (or enjoyment). Secondary: adventurous wine drinkers of all ages with a skew toward women.

Objectives

Develop distinctive brand packaging that: - Stands out in a retail and restaurant environment. - Tells the Y+B story. - Reflects the style and attitudes of the principal. - Looks modern and sophisticated. - Consider more intense colors or graphic pattern.

Background

Tetra Pak rules: - 95% wine and 5% packaging - Made primarily from paper, renewable - 35-40% fewer trucks to deliver the same amount of wine compared to bottles - 80% less greenhouse gases - 2 extra glasses of wine

Background

Bottles suck: - 50% wine and 50% packaging - 46% more energy than that of Tetra Paks throughout the entire life cycle

Strategy: If this wine could talk

“Our wines are not just organic but artisanal, created by patient people who understand what it takes to coax great wine out of the earth. It’s a natural approach that makes Y+B better… naturally.” Matthew Cain Founder & President

Strategy: Yellow + Blue = â&#x20AC;&#x153;Greenâ&#x20AC;? Interlocking circles represent: The elements sun, water and earth

Strategy: If this wine could talk With the interlocking circles

Strategy: If this wine could talk Yellow + Blue = Green Letter forms tell the message Unified they become the Y+B mark

Strategy: If this wine could talk Brand recognition Yellow + Blue is â&#x20AC;&#x153;greenâ&#x20AC;?

Y E L L O W + B L U E

Strategy: If this wine could talk Quality wine made by artisans Signed by Matthew Cain

2009 SAUVIGNON BLANC CENTRAL VALLEY I CHILE

w. matthew cain - founder

ARTISANAL WINE FROM THE WORLD'S BEST VINTNERS WHITE WINE MADE WITH ORGANIC GRAPES PRODUCT OF CHILE COLOR LUCENT YELLOW-GREEN AROMAS MANDARIN ORANGE KEY LIME AND TANGERINE FLAVOR MEDIUM WEIGHT BRIGHT ACIDITY LINGERING FLAVORS OF LIME

Strategy: If this wine could talk Technical data wraps around the pack Organically grown grapes Region, color, bouquet, palate, finish Winemaking process Tetra Pak factoids Grows up from the bottom Type forms a graphic pattern

Strategy: If this wine could talk Tells the Y+B story typographically Vertical type creates visual impact To stand out from horizontal labels

Y E L L O W + B L U E

2009 SAUVIGNON BLANC CENTRAL VALLEY I CHILE

w. matthew cain - founder

Strategy: Color palette using wine descriptors

MALBEC

SANGIOVESE IGT

SAUVIGNON BLANC

TORRONTES

ROSE

BURGUNDY

CHERRY RED

CHARTREUSE

CANTALOUPE

SKY BLUE

Packaging: Line-up

Packaging: Case Carton

Tagline: “Drink well, Do good”

DRINK WELL

DO G D

Promotional Mailer: Clear inflatable air bag, recyclable and reusable

Launch Postcard: Drink Well, Do Good

20 8 DRINK WELL, DO GOOD

DRINK WELL

DO G D

WWW.YBWINES.COM

Event Banner: 4ft x 1ft Life size tetra paks

Corporate Stationary: Note Card & Business Card

J.SOIF, INC. 224 BYERS ROAD CHESTER SPRINGS PA 19425 T 610 458 9124 WWW.YBWINES.COM

J.SOIF, INC. W. MATTHEW CAIN FOUNDER & PRESIDENT

224 BYERS ROAD CHESTER SPRINGS PA 19425 C 610 662 3803 T 610 458 9124 F 610 458 9125 MATT@JSOIFWINES.COM WWW.YBWINES.COM

YELLOW + BLUE IS GREEN ARTISANAL WINE FROM THE WORLD'S BEST VINTNERS MADE WITH ORGANIC GRAPES DRINK WELL, DO GOOD 93% WINE 7% PACKAGING SMALLER CARBON FOOTPRINT COSTS LESS TO SHIP CRAZY GOOD VALUE A SMARTER WAY TO ENJOY EXCEPTIONAL IMPORTED WINE

Coasters: Set with “Good” wordplays

DRINK WELL

DO GOOD

T I M E S

K A R M A

Promotional Apparel: Tagline “Drink well, Do good”

DRINK WELL DRINK WELL

DO GOOD

Advertising: Factoids

FACT# 1

FACT# 2

MADE WITH

33 % MORE

HAND PICKED GRAPES

WINE THAN A BOTTLE

Advertising: Factoids

FACT# 3

FACT# 4

CARBON

FOOTPRINT

46 % LESS

STATES AND COUNTING

Sniper Posters: “Green messages” Tongue in cheek photographs of grass Obscure and edgy to appeal to young, hip urban sophisticates Designed to create a Y+B buzz. Have you tried it yet?

GREEN THUMB DRINK WELL, DO GOOD

THE GRASS IS GREENER DRINK WELL, DO GOOD

WWW.YBWINES.COM

GREEN PEACE

HAPPY BEING GREEN

GO GREEN

DRINK WELL, DO GOOD

WWW.YBWINES.COM

WWW.YBWIN

2010 Launch: Ready to ship!

Drink Well, Do Good Background / Creative Brief

Agency Solution

Results / ROI

To shift wine distributors and consumers pre-misconception and phobia about boxed wines.

Spear implemented a complete re-brand including Y+B’s brand identity and packaging.

To educate consumers and tell the Y+B story. Great quality certified organic wine made by artisans from around the world, packaged in eco-friendly cartons. - Grapes harvested by hand - Costs less to ship - 93% wine, 7% packaging - Smaller carbon footprint

Wine descriptors, tasting notes and “green” factoids wrap-around the eco-friendly Tetra Pak cartons. The type grows up vertically to create visual impact on the shelves.

Y+B wines has doubled it’s product line-up and greatly expanded it’s U.S. wholesale distribution.

Roll out included: - Logo - Packaging - Ad Campaign - Website - Press Kit - Promotional Apparel

Y+B wines is receiving top praise from master sommeliers and national press coverage. Matthew Cain, Y+B founder, was recently named one of the top 50 entrepreneurs under the age of 40. ybwines.com

Y+B selection of wines can now be purchased in 48 states and found on wine lists in 4 star restaurants.

â&#x20AC;&#x153;

The new package designs are complete winners! Thanks for your work and dedication. Matthew Cain, Founder & President of Yellow+Blue Wines

â&#x20AC;?

Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM