Spear Design Group : Yellow+Blue Wines

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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.

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Spear Design Group : Yellow+Blue Wines

  1. 1. yellow+blue Spear Design Group Re-branding overview Creative strategy
  2. 2. Assignment Develop brand packaging that conveys: - Quality wine - Organically-grown grapes - Environmentally-friendly container 2009 Spear Design Group. All rights reserved. Proprietary & Confidential 02
  3. 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 03
  4. 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. 04
  5. 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 05
  6. 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 6
  7. 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 X 07
  8. 8. strategy If this wine could talk
  9. 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 9
  10. 10. Strategy: Yellow + Blue = “Green” Interlocking circles represent: The elements sun, water and earth 2009 Spear Design Group. All rights reserved. Proprietary & Confidential 10
  11. 11. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Strategy: If this wine could talk With the interlocking circles 11
  12. 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 12
  13. 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 13
  14. 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 14
  15. 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. 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 16
  17. 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 17
  18. 18. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Packaging: 2009 Line-up 18
  19. 19. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Packaging: Case Carton 19
  20. 20. branding Launch 2010 Marketing & Promotional materials Event Signage
  21. 21. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Tagline: “Drink well, Do good” DO G DRINK WELL D 21
  22. 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 22
  23. 23. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Launch Postcard: 2010 DRINK WELL, DO GO OD 20 0 23
  24. 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 24
  25. 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 25
  26. 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 26
  27. 27. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Wine Totes: 1 & 2 Bottles DRINK WELL, DO GOOD DRINK WELL, DO GOOD 27
  28. 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 28
  29. 29. positioning Advertising & Marketing Y+B story: Factoids Y+B buzz: Green messages
  30. 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 30
  31. 31. Advertising: Factoids FACT# 3 FACT# 4 48 CARBON FOOTPRINT 46 % LESS STATES AND COUNTING 2009 Spear Design Group. All rights reserved. Proprietary & Confidential 31
  32. 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 32
  33. 33. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential Here's looking at you! cheers
  34. 34. 2009 Spear Design Group. All rights reserved. Proprietary & Confidential 2010 Launch: Ready to ship! 34

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