Fresh Wines presented us with a major challenge to convince millennial wine drinkers, one of the toughest audiences, to pick and pair us with their lifestyles.
Our strategy was to re-create and reposition the brand from the roots up.
The thought that millennials are already looking to “fill life full of fresh experiences & adventures helped us position Fresh as the wine perfectly suited for sharing such tales over a few glasses. From this insight all creative flowed.
An authentic brand story was crafted and our designs for the new packaging took their inspiration from this, with us working in collaboration with emerging illustrators to bring our series of Fresh Stories to life.
It’s early days but the client’s largest buyer, the LCBO, is very excited by the new Fresh brand, providing generous listings for distribution. It even featured on the front cover of Food & Drink, a much coveted position.
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