WIndrun Wines is a boutique Santa Barbara County-based négociant solely focused on producing select Pinot Noir and Chardonnay wines sourced from the finest vineyards in California. Their mission is to provide high-quality wines at everyday prices. Possessing a clear understanding of who they were as a company, WIndrun requested a brand relaunch that would fuel the wine’s recognition on a store shelf.
What wine should one buy? How does a consumer make that decision? Do they buy by the label appearance, by price, by recommendation, or by knowledge? What grabs attention in a confusing and over-saturated wine aisle? Understanding how this process works and then creating a brand that stands out is what MOI did for Windrun.
The creative process began after researching and assessing the competition, analyzing consumer and industry studies, and surveying key distributors and brokers. Visual cues were explored and developed that positioned Windrun as a friendly, easy-to-approach purchase and a high-value premium wine. Divergence from the competition and overall simplicity were the keys to the design. The type selected was elegant while a friendly color palette set the contrast to competing brands. Extraneous elements were not included, and an austere, super-premium look was strictly avoided. The label was printed with flexography which provided superior reproduction at an affordable price.
The distinctive label has been well-received and had the desired effect of bringing greater notice to the wines. Nothing makes a wine shopper happier than discovering a great bottle of wine for a good price. But first they have to see it.
Do you know where the food you are buying comes from?
Does the country of origin make a difference in what you purchase?
Many products no longer show where they are made, only the location of the distributor. With the globalization of food sourcing, what you are buying can come from anywhere.
If you’re concerned about the origin of the item you are purchasing, there is a simple key to being informed.
It’s the bar code. By simply knowing how to read the numbers, you can be a more informed consumer. Keep in mind that while it is true many products of foreign origin use the U.S. or Canadian bar code, others do not.
Here are some basic tips. U.S. and Canadian bar codes have a 12 digit number and all other international codes have 13. The first three digits of the 13 digit international bar code show the country of origin.
Below is the key to de-coding the code.
Some of the more dominant international codes are:
Hong Kong 489
South Korea 880
As an aware consumer, expand your purchasing decision beyond price and ingredients. Know where your product comes from and purchase with assurance.
For more country code information:
Research has shown that an emerging trend in CPG is the consumer’s desire to purchase products that offer comfort and convenience, along with healthy ingredients. Comfort translates into design and images that evoke authenticity, trust, and even nostalgia.The challenge of convenience is to convey that a product is easy to use. Healthy ingredients translates into products that are fresh and natural.
The country’s leading producer of smoked seafood and long-time MOI client Ocean Beauty Seafood approached the creative team with the challenge to create new packaging for a line of fresh-made salmon spreads to be sold in delicatessen departments in supermarkets.
Using the research as a starting point, the team crafted a branded appearance that invoked the nostalgia for the authenticity of an earlier period, in this case the Victorian-era, using a “heritage” look. The packaging incorporates copy and visual cues throughout to convey the ready-to-use aspect of the product. A big marketing plus is the product’s use of wild caught sockeye salmon, which is a sustainable fish, a fact which was included in many places on the package. Additionally, for shelf display, the innovative sleeve has the ability to stand up on its edge.
Agency principal Mark Oliver noted that the key considerations “were to assure the buyer that the products had the authentic taste and quality of an old-world smoked salmon product while at the same time providing all the values and conveniences that modern consumers look for. We think the packaging delivers on all counts.”