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Food & Drink
Golden Frog Productions
Kalfu Sauvignon Blanc and Pinot Noir
Description of the product
The wine Kalfu was created several years ago, and we feel it is now in need a label update. The wine comes from of the best vineyard areas in Chile that all have a significant influence from the Pacific Ocean. The proximity to the ocean moderates the temperatures and adds cool winds during the growing season which creates high quality wine.
The name Kalfu means ‘Blue’ in the dialect of the local indigenous people that live near the vineyards.
Current Label – The wine has different tier pricing. The Kuda line (Pinot Noir and Sauvignon Blanc) which is what we are currently looking at redesigning sells for approximately $13. The varietals for each tier within the Kuda line have images which represent the sea (seahorse, shells, starfish, etc…). Although we like the thought of linking the wine to the sea we feel the labels are not as effective as they need to be.
Description of the product target audience
We are targeting young wine consumers likely 55% female 45% male. generally urban, educated, like drinking wine and enjoy trying new wines.
The current logos and icons are a little too simple and not elegant or upscale enough. We would like to find ways to incorporate some of these icons but do it in a way the makes the wine look more expensive than the current label. We would like to see ways to use some of the icons or perhaps other images of the sea but incorporate them into the label in a more elegant way. We would like to explore different artistic styles, embosses, blind embosses or other creative ideas you have. The bottle needs to grab consumers attention on a crowded shelf, which means it needs to be visually interesting and also appear like it might be a $20 bottle of wine.
We also like the fact the labels have blue which is a core element of the brand but we are open to other shades of blue or incorporating blue into the labels in a different way. Finally we would like to look at incorporating the term "Cool Climate Wine" into the label. It should remain a secondary element that will be visible but not significantly prominent.
What to avoid
look at the current label and make it better. More iconic and more interesting when on a crowded growery shelf.