We are looking for a major packaging “facelift” for one of our wine brands.
The wine brand is “PlumLoco” (no space in name) is our trademarked name for the product. The word “Loco” is the Spanish word for “crazy”. PlumLoco is a specialty plum-flavored wine that has been successfully sold for about 8 years in the US market. The purpose of PlumLoco is to serve as a “gateway” wine to introduce beginning wine consumers to wines, allowing them to “graduate” from the consumption of beer and soda. The wine is an extremely sweet red wine with the ripe flavor of dark cherries and plums. In fact, PlumLoco is unapologetically sweet, and is typically served as a refreshment beverage. PlumLoco is NOT like a Japanese plum wine. Think of PlumLoco as a red wine blended with plum juice. We have successfully sold PlumLoco as a slushy-ice beverage from margarita-style machines at wine festivals. During the hot summer, consumers love a cold PlumLoco. The retail price of PlumLoco is about $8 or $9, a price that is slightly below average for most wines.
The current slogan for PlumLoco is “Celebrate the Sweet Life”; however, we are open to a better slogan if the designer can think of one. Perhaps a simple mascot logo can be designed for the plums.
The current product is sold in standard 750ml wine bottles with a cork and capsule at the top. The old packaging on the bottle has an oval-shaped front label and a separate oval-shaped back label. We do not like that our current wine packaging uses sticker labels. Also, we dislike the font selection and color selections for the packaging. The packaging looks cheap, and the packaging conveys a “bubble gum” look. We also dislike the cartoonish “clip art” look, such as the plums, that cheapens the look. The packaging needs to convey the ideas of: fun, refreshing, and approachable (not snobby or elite). However, think about the Walmart consumer for this wine.
The scope of this project is to provide a major face-lift to the 750ml bottle. The new packaging for the 750ml bottle will apply a heat-shrink sleeve that will cover the entire bottle from head-to-toe, front-to-back. Using a heat shrink sleeve in place of standard wine labels will allow the designer to apply graphics and text to the entire bottle, including the bottle’s body, shoulders and neck. A sample of another wine bottle using a sleeved package is provided as reference (Lime-a-Rita). A sleeved PlumLoco bottle must visually “pop” when seen on a supermarket shelf, and instantly make consumers want to purchase the product compared to other wines on the store shelf.
The BACK of the Bottle needs to have some legal text:
(1) “PlumLoco – New Mexico Table Wine”
(2) “A boldly sweet red wine bursting with old-fashioned black cherry and plum flavors. Refreshing and intensely fruity, it makes the perfect sipping wine. Serve Chilled.”
(3) “PRODUCED AND BOTTLED BY PLUMLOCO, DEMING, NEW MEXICO”
(4) A UPC barcode (0-8849811014-2), that allows the product to be scanned at the supermarket.
(5) “GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS”
(6) “750ML”, on the front and back of bottle
(7) “Contains Sulfites”, on front and back of bottle