Rejuvenate the brand's audience and boost wine sales.

The Shabo collection's wine positioning revolved around a single key message: "Shabo – made from grapes." This positioning had several shortcomings:

• it spoke at the product level and failed to address consumer values;
• it focused on overcoming objections that the wine was "made from powder" rather than creating brand advantages;
• the image of grapes was too traditional and naturalistic, failing to create a significant competitive advantage or a memorable communication image for consumers.

Furthermore, the Shabo wine packaging design concept was frankly outdated.

Rebrand the flagship Shabo Classic wine line. Develop a positioning strategy that will form the basis for Shabo's future company positioning.
Create a product that will, first and foremost, compete with imported wines, as a good domestic product at a fair price. To achieve this, its appearance must align with modern global trends and convey the style of a unique Ukrainian wine as a category leader.

•Market analysis. Segmentation of key competitors.
•Trendwatching
•Consumer analysis. Focus group work.
•Defining the target audience
•Developing a brand image development logic
•Developing a product line assortment
•Conducting a SWOT analysis of ideas
•Developing a new brand positioning
•Developing a slogan
•Developing a label design brief
•Creating a guideline
•Developing a brand communication strategy
•Product launch

Work completed:

•Writing a script for the video
•Developing technical specifications
•Finding a production agency to shoot the video
•Finding locations
•Casting actors
•Developing a musical score and musical logo
•Prop selection
•Owner's supervision of the video's production
•Post-production
•Adapting the video for various media