Design three new wine brands targeted for the millennials. This is a commissioned work for the Trinchero Family Estates.
The new label and package design speaks to a cross-cultural audience who are in the older spectrum of the millennial generation. Through careers, marriages, and children, this group recognizes that they are growing up, and their tastes are becoming more refined. They retain idealistic dreams of how life should be and what they should try to attain. The design theme is delightful, festive and inspiring.
These younger millennial wine drinkers are optimistic, open-minded and tech savvy individuals who have a keen sense of social issues. They have a good foundation of wine vocabulary and are willing to try by recommendation. Consumers in this group are practical value shoppers who are looking for a great product at a fair price. The design theme is playful, approachable and liberating.
This group of older millennials are more well-established and with sophisticated tastes in wine selection. They have a good understanding of wine regions and wineries. They invite friends over who have similar knowledge and tastes for wine and enjoy the best pairings with food. By utilizing elements that draw inspiration from the winery’s Italian heritage, the design theme is sophisticated, enduring and reminiscent.