Launching a new wine brand in the low-price segment, targeting a younger audience.
We needed to develop a brand with export potential. The product needed to have a simple, adaptive design that would be instantly relatable to consumers, regardless of their country of residence.

The brands in Shabo's portfolio are quite conservative. The decision was made to develop Insta Wine as a standalone brand. A vibrant brand communicator that unites people, simplifies relationships, and makes life more interesting, fun, and creative.

INSTAWINE is a "glasses" that change the way we view the world and everyday things, allowing us to see situations from a different perspective, a new angle, to see the unnoticed, to open up to new feelings and emotions, to share them with friends, and to develop new facets of relationships.
The glasses are an archetypal, understandable image, thanks to which the average, unsophisticated consumer can easily understand the character and taste of a product without having to read the label.

•Market analysis
•Creating emotional matrices for promising market segments
•Consumer analysis
•Defining the target audience
Trendwatching
•Developing a product line assortment
•Conducting a SWOT analysis of ideas
•Developing brand positioning
•Developing naming
•Creating a label design concept
Developing a promotion strategy
Product launch

Upon completion of the project, Shabo made some branding changes. As of 2020, this line of wines is successfully exported to several Asian countries (China, Korea, Thailand, Vietnam, etc.).