Although a very recognizable brand in retail, the packaging was looking dated and not encouraging new trial and consideration from customers. The idea that 20 Bees was “the go-to wine for your any reason” helped us redesign a new story with the creation of “your just Beecause situations”.
The packaging was recreated with a more up-to-date iconic visual language’ focused on the name itself. This made it super easy to spot at shelf while recasting yet retaining a flavour of the original brand’s esthetic. We launched an integrated tongue-in-cheek campaign, bringing to life all the possible “Beecauses” and situations that might inspire pouring the odd glass of 20 Bees.
20 Bees has re-gained multiple listings and prime shelf position once again and is showing the desired uptake and trial of a younger customer.
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