Diageo owned Blossom Hill struggled to stand out in a highly crowded and confusing segment. We were asked to create a visual expression that would improve brand stand-out, whilst asserting the wine’s Californian heritage and personality.
We were also briefed to extend consumer engagement and brand stand-out to the on-trade by creating a 3D dispense presentation to grow sales in bar environments.
Our graphic design reflects Blossom Hill’s informal, easy-going character, combined with its vibrant Californian nature. The two labels marry the old and the new, combining traditional wine cues with a sunny New World, to disrupt this traditional fixture.
On-trade, we translated the spirit of the 1930s timeless elegance into Classic Perfection to deliver the Perfect Glass.
Technically challenging, our 3D solution relied on complex technology to ensure both optimal freshness and optimal temperature for each of the four dispensed varieties.
The success of the iconic label redesign led to the development of the Perfect Glass counter top unit which showed a 46% sales uplift in initial test results and was subsequently rolled out in the UK.
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