Develop brand packaging that conveys:
-Quality wine
-Organically-grown grapes -Environmentally-friendly container
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.
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 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.
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
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 = “Green”
Interlocking circles represent: The elements sun, water and earth
Strategy: If this wine could talk W ith 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 “green”
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
Strategy: If this wine could talk
Technical data wraps around the pack
Organically grown grapes
Region, color, bouquet, palate, finish
W inemaking process
Tetra Pak factoids
Grows up from the bottom
Type forms a graphic patter n
Strategy: If this wine could talk
Tells the Y+B story typographically
Vertical type creates visual impact
To stand out from horizontal labels
SAUVIGNON BLANC CENTRAL
Strategy: Color palette using wine descriptors
MALBEC
SANGIOVESE IGT
SAUVIGNON BLANC TORRONTES
CHERRY RED
CHARTREUSE
CANTALOUPE SKY BLUE
ROSE
BURGUNDY
DO GD D R I N K W E L L
Promotional Mailer: Clear inflatable air bag, recyclable and reusable
Launch Postcard: Drink Well, Do Good
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
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
D R I N K W E L L
D O G OOD
G D T I M E S
G D K A R M A
D R I N K W E L L
D O G OOD
D R I N K W E L L
D O G OOD
FACT# 1
FACT# 2 MADE WITH 100% ORGANIC
HAND PICKED GRAPES
WINE THAN A BOTTLE
STATES AND COUNTING
S n i p e r P o s t e r s : “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?
Yellow+Blue
Drink Well, Do Good
Background / Creative Brief
To shift wine distributors and consumers pre-misconception and phobia about boxed wines.
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
Agency Solution
Spear implemented a complete re-brand including Y+B’s brand identity and packaging.
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.
Roll out included:
- Logo
- Packaging
- Ad Campaign
- Website
- Press Kit
- Promotional Apparel
Results / ROI
Y+B wines has doubled it’s product line-up and greatly expanded it’s U.S. wholesale distribution.
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.
“The new package designs are complete winners! Thanks for your work and dedication.”
Matthew Cain, Founder & President of Yellow+Blue Wines
