The success of the chicken wine has been a spring board for a menagerie of different animal inspired wines.
You can see why, focusing the label around an animal can be a perfect way to lift the pack out from a sea of sameness. That said, in order to maintain credibility in the zoo, it is important that this animal is linked to the product in some way.
This pack caught my eye yesterday. Now, whilst the label was enough to act as a beacon on shelf, it needed to work hard to balance this beacon with credibility.
The brand hinges around the tweaking of the famous ‘pig based’ nursery rhyme. It’s an opportunity to do something clever memorable and establish credibility.
Get this wrong, however, as here and it can undermine its whole proposition. Clumsy copywriting leads to confusion and a world of potential cheesiness.
The brand has attempted to talk about what the Wein can be paired with and it’s overall taste profile but the net result feels a little shoehorned in rather than cleverly woven
Standing at a distance is one thing, convincing the consumer close-up is another
#Marketing, #Design, #Branding, #Packaging
