TWE Brand X

Breaking the rules of wine

Packaging
Beer and Wine

Brief

Break the rules of wine to create a brand with standout shelf-ability to appeal to young male “millenials” – non-traditional wine consumers seeking easy-drinking wine that comes with a story.

Solution

The front label is dominated by a brush-stroked X brandmark – a distinctive visual drawcard that is unique in the category and bold on the shelf. Rather than traditional viticulture and winemaking notes, the back label provides a compelling, shareable brand story to capture the imagination of the young male consumer.

Outcome

The red varietal has been newly ranged in Dan Murphy’s. To gauge the strength of the brand in-store, it is trialling without any above-the-line marketing support. Feedback so far is that buyers are reacting well and the client is looking to possibly launch a white varietal in the future.

The Fluid team is approachable and down-to-earth – a real pleasure to work with. We put them under a lot of pressure and they responded well. Being able to give direct feedback to the designers was refreshing.