millennials love wine. & second in line? gen z.
background: numbers have risen with pandemic-driven consumption, and young folk are looking to get 'loose'. although marketed around tasting notes and points, wine is still perceived as intimidating. grape varieties, regions & industry terms can be hard to grasp. but young people are beginning to become leading consumers for "the adult grape juice" and are moving towards wine brands that have a sense of fun and wit. a drink that can match their youthful spirit and energy.
challenge: create a hypothetical brand that offers a line of wine, targeting the younger drinking generation.
idea/insight: the “grape juice” wine line approaches this challenge for a new generation of wine connoisseurs by its use of a quirky name and lighthearted graphics. the wine packaging will be inviting amongst an intimidating category, as well as hyperaware of its target consumer through the ironic design. we are selling to young wine folk, and want to remind them that they are indeed young folk, now taking pleasure in "adult beverages".
the look.
across the 3 most popular wine types; merlot, pinot gris, & rosé.
