01. THE TASK
Develop a new wine targeting millennial and gen z women.
02. THE PROCESS
Define the brand, explore art, design labels, and develop digital marketing materials.
03. THE SOLUTION
ESOTERIC, utilizing spirit animals to create an exciting brand that stands out on shelves and online.
ESOTERIC
EXPLORING CONCEPTS
When I began concepting and looking for inspiration for this brand, I thought a lot about the struggles I had when I first turned 21. There's so many choices and I had no idea what I would like or not like in terms of alcohol. I began to think about the idea of using personalities to help people find a wine they might enjoy. Something like your Myers-Briggs results or your astrological sign.
This is where spirit animals came into play. They're fun, a bit niche, but also known by almost every girl who's gone to school and had to do an icebreaker in class.
APPROACHABLE & ELEGANT
Before I started creating my bottles, I needed to develop my brand guidelines. Starting with typography, I chose contrasting serif and sans serif typefaces that would exemplify the look and feel of ESOTERIC. It's a brand that needs to cover a wide variety of personalities while still feeling consistent. That's where my typography came in. It's the one element that doesn't change throughout my designs.
I went with softer, more inviting pastels and desaturated blues and reds to further push the idea of an inviting and approachable brand. This coupled with plant filled or non-intrusive, slice of life photography adds a new level of 'instagrammable' content to ESOTERIC.
Each of the bottles features unique artwork created by myself to represent the flavors of the wine inside.
Jaguar is a bold, spicy South African Shiraz. It's unique and created to reflect a strong willed woman who knows what she wants and isn't afraid of a challenge. Notes of tobacco and pepper define the wine profile.
Plover (a species of sand pipers) reflects a bubbly, exciting personality. The women that plover represents love life, they're adventurous and the life of the party. Plover reflects this in beautiful notes of strawberry.
Discus (an inquisitive and extremely smart tropical fish) are more on the silent side. They're smart and can make impactful decisions at the drop of the hat. This is reflected in the smoothness of the wine and with hints of grapefruit.
WEBSITE DEVELOPMENT
