CRAFTERS UNION
Wines

2017—Present
Food & Beverage (FMCG)

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PROJECT SCOPE

Brand Identity
Packaging

AWARDS

NZ Best Awards – Silver
Australian AGDA Awards – Distinction

Due to the uprise in craft beer and cider consumption, our client wished to woo customers back to wine, and retrieve a portion of sales lost to those beverages. They needed an innovative product range to gain traction in the market. With wine being a hugely saturated segment it needed a compelling point of difference to make this new piece of innovation stick.  

Wrapped wine previously appeared in the NZ market only as limited editions for luxury wines. We were the first to commercialise this format on large scale for everyday wines. The wrap provides quality cues, and also a large real estate for differentiation. It also allows the brand to sit in ‘craft’ territory. Each varietal was treated as an individual, and imagery was chosen to reflect the two words describing each varietal’s taste profile. The full wrap also acts as a gift-wrap, making the product an easy gift solution, and another good reason to purchase.

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