Brand background: Good Earth Wines established in 2009 is a premium wine brand made in India and made for the Indian wine market. The wines are known for their exclusivity, elegance and superior quality. It is a boutique wine brand and made in smaller quantities. The portfolio consists of wines at three price levels.
LEVEL 1. Concerto Collection:
- Good Earth Basso Cabernet Sauvignon (Suggested retail price approx. USD 40)
- Good Earth Brio Shiraz (Suggested retail price approx. USD 40)
LEVEL 2. Raga Collection: (“Raga “is a term in Indian classical music)
- Antaraa Cabernet Shiraz (“Antaraa” is a term in Indian classical music) (Suggested retail price USD 20)
Reference images of the brands have been attached.
Task: To redesign the LEVEL 3 range of wine brands consisting of the following varietals (We chose not to share the design of the existing Level 3 collection with you so as not to influence your thought process in any way). The brands are:
1. BLEU Shiraz Cabernet Red wine
2. BLANCA Chenin Blanc White wine
3. BELLA Shiraz Rosé Wine
These are typically priced at USD 12 in retail. Nevertheless these brands fall under the premium wine category.
These brands need not follow the same design theme as the existing brands i.e. Basso, Brio and Antaraa but must appear to be part of same family, at least loosely.
The Level 1 and 2 brands have ties with classical music (Western & Indian). The new range may or may not carry a musical theme.
Design Direction: Classy, should look premium. Could be a bit playful since they sit in a lower price segment than the higher level brands. It must stand out on a cluttered wine shelf, it must pique the curiosity of the consumer with a unique and interesting label.
Requirement: The bottle will be a Bordeaux shape bottle (reference bottle attached) with a screw cap closure. Suggestions for the colour of the screw cap closure to compliment the labels will be required.
Compulsory requirements on front label:
1. Good Earth Wine logo
2. Brand name (Bleu, Bella, Blanca)
3. Grape varietal as mentioned in the list above
4. Alcohol content (Alc 13% v/v)
5. Volume (750ml)
Back label: Will contain wine description, food and wine pairing etc. and the mandatories as required by law. The design of the back label can be worked on after the announcement of the winner. The text matter will be provided later.