spear design group : yellow+blue wines
DESCRIPTION
Yellow+Blue = Green, as in organic wines in recyclable packs. Spear developed packaging that tells the Yellow+Blue story. The interlocking circles represent: The elements sun, water and earth. Unified the letterforms become the Y+B mark. Wine descriptors and factoids wrap around the eco-friendly carton. Artisanal wine from the world's best vintners: Made with organic grapes, 93% wine 7% packaging, smaller carbon footprint costs less to ship. The type grows up vertically to create visual impact. Signed by the Founder & President of the company, Matthew Cain. Re-Branding included logo, Packaging, POP, Marketing & Promotional Materials, Stationary, T'shirts and Website.Drink Well. Do Good.TRANSCRIPT
Spear Design Group
Re-branding overview
Creative strategy
yellow+blue
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Develop brand packaging that conveys:- Quality wine - Organically-grown grapes- Environmentally-friendly container
Assignment
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Evaluate current packagingDetermine efficiencies in brand image messaging.
Develop new packaging That separates and elevates Y+B from its competitors and motivates both consumers andretailers to purchase.
Strategies
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lTarget Audience
Packaging to appeal to a young, hip crowd.
Primary: urban sophisticates (ages 21–35) with a keen interest in green/organic products,but who don’t want to sacrifice quality (or enjoyment).
Secondary: adventurous wine drinkers of all ageswith a skew toward women.
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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.
Objectives
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lBackground
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
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lBackground
Bottles suck:- 50% wine and 50% packaging- 46% more energy than that of Tetra Paks
throughout the entire life cycle
X
strategy
If this wine could talk
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“Our wines are not just organic but artisanal,created by patient people who understandwhat it takes to coax great wine out of theearth. It’s a natural approach that makesY+B better… naturally.”
Matthew CainFounder & President
Strategy: If this wine could talk
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lStrategy: Yellow + Blue = “Green”
Interlocking circles represent:The elements sun, water and earth
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Strategy: If this wine could talkWith the interlocking circles
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lStrategy: If this wine could talk
Yellow + Blue = GreenLetter forms tell the messageUnified they become the Y+B mark
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lStrategy: If this wine could talk
Brand recognitionYellow + Blue is “green”
Y E L L O W + B L U E
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lStrategy: If this wine could talk
Quality wine made by artisansSigned by Matthew Cain
w. matthew cain - founder
2009 SAUVIGNON BLANCCENTRAL VALLEY I CHILE
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lStrategy: If this wine could talk
Technical data wraps around the packOrganically grown grapesRegion, color, bouquet, palate, finishWinemaking processTetra Pak factoidsGrows up from the bottomType forms a graphic pattern
AR
TISA
NA
L WIN
E FR
OM
THE
WO
RLD
'S B
ES
T VIN
TNE
RS
WH
ITE W
INE
MA
DE
WITH
OR
GA
NIC
GR
AP
ES
PR
OD
UC
T OF C
HILE
CO
LOR
LUC
EN
T YE
LLOW
-GR
EE
NA
RO
MA
S M
AN
DA
RIN
OR
AN
GE
KE
Y LIM
E A
ND
TAN
GE
RIN
EFLAV
OR
ME
DIU
M W
EIG
HT
BR
IGH
T AC
IDITY
LIN
GE
RIN
G FLAV
OR
S O
F LIME
w. matthew cain - founder
2009 SAUVIGNON BLANCCENTRAL VALLEY I CHILE
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lStrategy: If this wine could talk
Tells the Y+B story typographicallyVertical type creates visual impactTo stand out from horizontal labels
AR
TISA
NA
L WIN
E FR
OM
THE
WO
RLD
'S B
ES
T VIN
TNE
RS
WH
ITE W
INE
MA
DE
WITH
OR
GA
NIC
GR
AP
ES
PR
OD
UC
T OF C
HILE
CO
LOR
LUC
EN
T YE
LLOW
-GR
EE
NA
RO
MA
S M
AN
DA
RIN
OR
AN
GE
KE
Y LIM
E A
ND
TAN
GE
RIN
EFLAV
OR
ME
DIU
M W
EIG
HT
BR
IGH
T AC
IDITY
LIN
GE
RIN
G FLAV
OR
S O
F LIME
Y E L L O W + B L U E
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MALBEC
Strategy: Color palette using wine descriptors
SANGIOVESE IGT SAUVIGNON BLANC TORRONTES
CHERRY RED CHARTREUSE CANTALOUPE SKY BLUE
ROSE
BURGUNDY
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lPackaging: 2009 Line-up
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lPackaging: Case Carton
brandingLaunch 2010
Marketing & Promotional materials
Event Signage
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lTagline: “Drink well, Do good”
DO G DDRINK WELL
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lPromotional Mailer: Clear inflatable air bag, recyclable and reusable
CHEERS DRINK WELL, DO GOOD
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20 0DRINK WELL, DO GOOD
Launch Postcard: 2010
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WW
W.Y
BW
INE
S.C
OM
DRINK WELL
DO G D
Event Banner: 4ft x 1ft Life size tetra paks
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lCorporate Stationary: Note Card & Business Card
W I N E S
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
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
W I N E S
J.SO
IF, INC
. 22
4 B
YE
RS
RO
AD
CH
ES
TE
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PR
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S P
A 1
94
25
T 6
10
45
8 9
12
4 W
WW
.YB
WIN
ES
.CO
M
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lCoasters: Set with “Good” wordplays
DRINK WELL
DO GOOD G DT I M E S
G DK A R M A
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lWine Totes: 1 & 2 Bottles
DR
INK
WE
LL, DO
GO
OD
DR
INK
WE
LL, DO
GO
OD
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lPromotional Apparel: Tagline “Drink well, Do good”
DRINK WELL
DO GOODDRINK WELL
DO GOOD
positioningAdvertising & Marketing
Y+B story: Factoids
Y+B buzz: Green messages
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33%MOREWINE THAN A BOTTLE
Advertising: Factoids
FACT# 2
MADE WITH
100%ORGANIC HAND PICKED GRAPES
FACT# 1
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lAdvertising: Factoids
CARBON FOOTPRINT
46%LESS
FACT# 3 FACT# 4
48STATESAND COUNTING
32
THE GRASS IS GREENER GREEN PEACE HAPPY BEING GREENDRINK WELL, DO GOOD
WWW.YBWINES.COM
DRINK WELL, DO GOOD
WWW.YBWINES.COM
DRINK WELL, DO GOOD
WWW.YBWINES.COM
Sniper Posters: “Green messages” Tongue in cheek photographs of grassObscure and edgy to appeal to young, hip urban sophisticatesDesigned to create a Y+B buzz. Have you tried it yet?
GO GREENDRINK WELL, DO GOOD
WWW.YBWINES.COM
GREEN THUMBDRINK WELL, DO GOOD
WWW.YBWINES.COM
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cheers
Here's looking at you!
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l2010 Launch: Ready to ship!