Yellow+Blue = Green, as in organic wines in recyclable packs. Spear developed packaging that tells the Yellow+Blue story. The interlocking circles represent: The elements sun, water and earth. Unified the letterforms become the Y+B mark. Wine descriptors and factoids wrap around the eco-friendly carton. Artisanal wine from the world's best vintners: Made with organic grapes, 93% wine 7% packaging, smaller carbon footprint costs less to ship. The type grows up vertically to create visual impact. Signed by the Founder & President of the company, Matthew Cain. Re-Branding included logo, Packaging, POP, Marketing & Promotional Materials, Stationary, T'shirts and Website. Drink Well. Do Good.

1. yellow+blue
Spear Design Group
Re-branding overview
Creative strategy

2. Assignment
Develop brand packaging that conveys:
- Quality wine
- Organically-grown grapes
- Environmentally-friendly container
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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3. Strategies
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.
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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4. Target Audience
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
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
with a skew toward women.
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5. 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.
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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6. Background
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
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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7. Background
Bottles suck:
- 50% wine and 50% packaging
- 46% more energy than that of Tetra Paks
throughout the entire life cycle
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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8. strategy
If this wine could talk

9. 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
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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10. Strategy: Yellow + Blue = “Green”
Interlocking circles represent:
The elements sun, water and earth
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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11. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Strategy: If this wine could talk
With the interlocking circles
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12. Strategy: If this wine could talk
Yellow + Blue = Green
Letter forms tell the message
Unified they become the Y+B mark
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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13. Strategy: If this wine could talk
Brand recognition
Yellow + Blue is “green”
Y E L L O W + B L U E
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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14. 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
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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15. 15
ARTISANAL WINE FROM THE
WORLD'S BEST VINTNERS
WHITE WINE
MADE WITH ORGANIC GRAPES
PRODUCT OF CHILE
COLOR LUCENT YELLOW-GREEN
AROMAS MANDARIN ORANGE
KEY LIME AND TANGERINE
FLAVOR MEDIUM WEIGHT
BRIGHT ACIDITY
LINGERING FLAVORS OF LIME
Technical data wraps around the pack
Region, color, bouquet, palate, finish
Type forms a graphic pattern
Grows up from the bottom
Organically grown grapes
Strategy: If this wine could talk
Winemaking process
Tetra Pak factoids
2009 Spear Design Group. All rights reserved. Proprietary & Confidential

16. Strategy: If this wine could talk
Tells the Y+B story typographically
Vertical type creates visual impact
To stand out from horizontal labels
Y E L L O W + B L U E
2009
SAUVIGNON BLANC
CENTRAL VALLEY I CHILE
w. matthew cain - founder
COLOR LUCENT YELLOW-GREEN
MADE WITH ORGANIC GRAPES
AROMAS MANDARIN ORANGE
LINGERING FLAVORS OF LIME
ARTISANAL WINE FROM THE
KEY LIME AND TANGERINE
WORLD'S BEST VINTNERS
FLAVOR MEDIUM WEIGHT
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
PRODUCT OF CHILE
BRIGHT ACIDITY
WHITE WINE
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17. Strategy: Color palette using wine descriptors
MALBEC SANGIOVESE IGT SAUVIGNON BLANC TORRONTES ROSE
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
BURGUNDY CHERRY RED CHARTREUSE CANTALOUPE SKY BLUE
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18. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Packaging: 2009 Line-up
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19. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Packaging: Case Carton
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20. branding
Launch 2010
Marketing & Promotional materials
Event Signage

21. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Tagline: “Drink well, Do good”
DO G
DRINK WELL
D
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22. Promotional Mailer: Clear inflatable air bag, recyclable and reusable
CHEERS DRINK WELL, DO GO
OD
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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23. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Launch Postcard: 2010
DRINK WELL, DO GO
OD
20 0
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24. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Event Banner: 4ft x 1ft Life size tetra paks
DO G
DRINK WELL
D
WWW.YBWINES.COM
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25. Corporate Stationary: Note Card & Business Card
J.SOIF, INC.
J.SOIF, INC. 224 BYERS ROAD CHESTER SPRINGS PA 19425 T 610 458 9124 WWW.YBWINES.COM
W. MATTHEW CAIN
FOUNDER & PRESIDENT
224 BYERS ROAD
CHESTER SPRINGS PA 19425
W I N E S
C 610 662 3803
W I N E S
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
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
93% WINE 7% PACKAGING
SMALLER CARBON FOOTPRINT
COSTS LESS TO SHIP
CRAZY GOOD VALUE
A SMARTER WAY TO ENJOY
EXCEPTIONAL IMPORTED WINE
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26. Coasters: Set with “Good” wordplays
DRINK WELL
DO GO
OD G D G D
T I M E S K A R M A
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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27. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Wine Totes: 1 & 2 Bottles
DRINK WELL, DO GOOD
DRINK WELL, DO GOOD
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28. Promotional Apparel: Tagline “Drink well, Do good”
DRINK WELL
DRINK WELL DO GO
OD
DO GO
OD
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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29. positioning
Advertising & Marketing
Y+B story: Factoids
Y+B buzz: Green messages

30. Advertising: Factoids
FACT# 1 FACT# 2
MADE WITH
100%
ORGANIC
33%
MORE
HAND PICKED GRAPES WINE THAN A BOTTLE
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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31. Advertising: Factoids
FACT# 3 FACT# 4
48
CARBON
FOOTPRINT
46 %
LESS STATES
AND COUNTING
2009 Spear Design Group. All rights reserved. Proprietary & Confidential
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32. Sniper Posters: “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?
GREEN THUMB THE GRASS IS GREENER GREEN PEACE HAPPY BEING GREEN GO GREEN
DRINK WELL, DO GOOD DRINK WELL, DO GOOD DRINK WELL, DO GOOD DRINK WELL, DO GOOD DRINK WELL, DO GOOD
WWW.YBWINES.COM WWW.YBWINES.COM WWW.YBWINES.COM WWW.YBWINES.COM WWW.YBWIN
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33. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
Here's looking at you!
cheers

34. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential
2010 Launch: Ready to ship!
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