Sparkling wine accounts for approximately 20% of total wine sales, and was experiencing significant value and growth. The only segment in decline was the sub-$10 category, of which Omni sat right in the middle of. This lack of growth was blamed on the brand’s lack of relevance and their failure to connect with the target audience.
Designing a reason to celebrate_
With audiences unaware of the superior quality of Omni, WCN_ were approached to get this sparkling wine noticed and chosen again.
WCN_ gave Omni something to celebrate. With no brand equity and little brand loyalty WCN_ gave Omni an identity they could own and an architecture that could hold their personality.
This more refined visual equity spoke of the product quality, and opened up an approach for the brand communication and activation. This paved the way for confident Limited Edition brand extensions. Audiences were connected with the simple idea of ‘Celebrating the good times’.
‘Good value wine doesn’t need to look cheap. We created a classic architecture that allowed for some fun expression. Just like our audience, they like to have a good time but want to be taken seriously’
Karen Ma, Designer
Client: Accolade, Omni Sparkling Wine
Brand Strategy, Brand Identity, Packaging Design, Brand Activation, Brand Architecture, Point of Sale.
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