Spear Design Group

Re-branding overview

Creative strategy

yellow+blue

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Develop brand packaging that conveys:- Quality wine - Organically-grown grapes- Environmentally-friendly container

Assignment

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Evaluate current packagingDetermine efficiencies in brand image messaging.

Develop new packaging That separates and elevates Y+B from its competitors and motivates both consumers andretailers to purchase.

Strategies

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lTarget 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 ageswith a skew toward women.

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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.

Objectives

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lBackground

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

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lBackground

Bottles suck:- 50% wine and 50% packaging- 46% more energy than that of Tetra Paks

throughout the entire life cycle

X

strategy

If this wine could talk

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“Our wines are not just organic but artisanal,created by patient people who understandwhat it takes to coax great wine out of theearth. It’s a natural approach that makesY+B better… naturally.”

Matthew CainFounder & President

Strategy: If this wine could talk

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lStrategy: Yellow + Blue = “Green”

Interlocking circles represent:The elements sun, water and earth

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Strategy: If this wine could talkWith the interlocking circles

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lStrategy: If this wine could talk

Yellow + Blue = GreenLetter forms tell the messageUnified they become the Y+B mark

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lStrategy: If this wine could talk

Brand recognitionYellow + Blue is “green”

Y E L L O W + B L U E

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lStrategy: If this wine could talk

Quality wine made by artisansSigned by Matthew Cain

w. matthew cain - founder

2009 SAUVIGNON BLANCCENTRAL VALLEY I CHILE

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lStrategy: If this wine could talk

Technical data wraps around the packOrganically grown grapesRegion, color, bouquet, palate, finishWinemaking processTetra Pak factoidsGrows up from the bottomType forms a graphic pattern

AR

TISA

NA

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E FR

OM

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IDITY

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G FLAV

OR

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F LIME

w. matthew cain - founder

2009 SAUVIGNON BLANCCENTRAL VALLEY I CHILE

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lStrategy: If this wine could talk

Tells the Y+B story typographicallyVertical type creates visual impactTo stand out from horizontal labels

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Y E L L O W + B L U E

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MALBEC

Strategy: Color palette using wine descriptors

SANGIOVESE IGT SAUVIGNON BLANC TORRONTES

CHERRY RED CHARTREUSE CANTALOUPE SKY BLUE

ROSE

BURGUNDY

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lPackaging: 2009 Line-up

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lPackaging: Case Carton

brandingLaunch 2010

Marketing & Promotional materials

Event Signage

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lTagline: “Drink well, Do good”

DO G DDRINK WELL

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lPromotional Mailer: Clear inflatable air bag, recyclable and reusable

CHEERS DRINK WELL, DO GOOD

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20 0DRINK WELL, DO GOOD

Launch Postcard: 2010

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WW

W.Y

BW

INE

S.C

OM

DRINK WELL

DO G D

Event Banner: 4ft x 1ft Life size tetra paks

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lCorporate Stationary: Note Card & Business Card

W I N E S

J.SOIF, INC.

W. MATTHEW CAIN

FOUNDER & PRESIDENT

224 BYERS ROAD

CHESTER SPRINGS PA 19425

C 610 662 3803

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

93% WINE 7% PACKAGING

SMALLER CARBON FOOTPRINT

COSTS LESS TO SHIP

CRAZY GOOD VALUE

A SMARTER WAY TO ENJOY

EXCEPTIONAL IMPORTED WINE

W I N E S

J.SO

IF, INC

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4 B

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8 9

12

4 W

WW

.YB

WIN

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.CO

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lCoasters: Set with “Good” wordplays

DRINK WELL

DO GOOD G DT I M E S

G DK A R M A

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lWine Totes: 1 & 2 Bottles

DR

INK

WE

LL, DO

GO

OD

DR

INK

WE

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GO

OD

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lPromotional Apparel: Tagline “Drink well, Do good”

DRINK WELL

DO GOODDRINK WELL

DO GOOD

positioningAdvertising & Marketing

Y+B story: Factoids

Y+B buzz: Green messages

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33%MOREWINE THAN A BOTTLE

Advertising: Factoids

FACT# 2

MADE WITH

100%ORGANIC HAND PICKED GRAPES

FACT# 1

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lAdvertising: Factoids

CARBON FOOTPRINT

46%LESS

FACT# 3 FACT# 4

48STATESAND COUNTING

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THE GRASS IS GREENER GREEN PEACE HAPPY BEING GREENDRINK WELL, DO GOOD

WWW.YBWINES.COM

DRINK WELL, DO GOOD

WWW.YBWINES.COM

DRINK WELL, DO GOOD

WWW.YBWINES.COM

Sniper Posters: “Green messages” Tongue in cheek photographs of grassObscure and edgy to appeal to young, hip urban sophisticatesDesigned to create a Y+B buzz. Have you tried it yet?

GO GREENDRINK WELL, DO GOOD

WWW.YBWINES.COM

GREEN THUMBDRINK WELL, DO GOOD

WWW.YBWINES.COM

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cheers

Here's looking at you!

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l2010 Launch: Ready to ship!