Launch of a new brand of wine with high ambitions in the lower mid-price segment, which is the most widespread (42%).
Problems:
Since the brand concept must coincide with the new concept of the Shabo brand, namely “Life of Navkolo”, cannibalization towards the flagship line is possible.
Solution:
The creation of the "Friendly Wine" concept, which doesn't compete in organoleptic properties, product range, price, or promotional budgets. A brand that operates solely in the realm of emotion.
Work completed:
•Market analysis •Creating emotional matrices for promising market segments •Consumer analysis •Defining the target audience •Determining the price niche •Developing a product line assortment •Creating a scale of acceptable images •Conducting a SWOT analysis of ideas •Developing brand positioning •Developing a naming concept •Creating a label concept •Creating a design brief