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2024

Visual Identity • Packaging
Social Media Design 

Lovin' Wine: Keep it Simple, Make it Special

In 2023, I had the opportunity to freelance for the brand and in some conversations with the marketing department, we talked about the company's need and desire to improve its sales through e-commerce, since sales at the physical POS were higher, but the profit rate was lower than the online channel. With this as a problem, I came up with a case to solve it through strategic design: a campaign that aims to improve the customer's online shopping experience, their loyalty and brand awareness. Below you can check out my frameworks, research and processes on how I achieved the final result :)

But what about the design, Mariana? Don't worry, you'll check it out at the end!

Market & Brand Context

 

The canned wine market is experiencing a significant transformation. According to Persistence Market Research, the sector is expected to grow at a CAGR of 18.3% from 2023 to 2030, expanding from $773.4 million to $2.5 billion. This growth is primarily driven by a shift in consumer preferences toward convenience, portability, and sustainability.

The brand's tone of voice is:

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  • Young and trendy

  • Energetic

  • Simple

  • Light & sometimes fun

  • Approachable and inviting

  • Cool

 

Current Scenario

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Lovin' Wine, a brand that embraces simplicity with its "Keep it Simple" positioning, faces a common industry challenge: the need to strengthen its digital presence. This timing is especially relevant considering that:

  • The e-commerce of alcoholic beverages is expected to grow at a CAGR of 4.5% until 2027

  • 17% of alcohol buyers made online purchases in 2023

  • 75% of consumers research across multiple platforms before deciding where to buy

  • 80% of consumers are more likely to buy from brands offering personalized options

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The Challenge

 

  • Consumers are returning to a blend of physical and digital channels:

  • 75% of shoppers browse multiple listings before deciding

  • The shopping experience needs to be distinctive and memorable

 

The Gap

 

Customer feedback from the brand's Reclame Aqui profile reveals that packaging used for online orders was often damaged during transit, leading to a disappointing customer experience through the website.​

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The Solution: Simple moments, Special boxes
 

  • Premium Program (Bigger Purchases)

    • Collectible, reusable boxes

    • Design for secondary use as a decorative item

    • Exclusive elements that encourage sharing

    • Limited quantity per edition

    • Box dividers that turns into coasters, easily detachable

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  • Base Program (All Purchases)

    • Double-protection system, wich the shipping box already includes                                                                                                stickers and other branded items to create a sense of connection with                                                                                                 the customer since the first moment

    • Collectible cards

    • Incentive to upgrade to the premium shop

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Integration with Brand DNA

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  • Memorable unboxing

  • Design aligned with the brand's target audience and voice's tone

  • Intuitive packaging reuse

  • Direct rewards system
     

Design Choices

This was a perfect example of how to use design trends in a brand strategically and aligned with its objectives. Line art illustrations, with a more handmade and imperfect aesthetic, are very popular at the moment and work well with the brand's young and cool tone of voice.

Since this is a limited-edition packaging, it makes sense to bring in something more unique and tailored to the campaign.

 

The phrase "Wine not?" was also created by me and is a playful nod to the audience, as well as the type of content with shareable potential on social media by consumers.


The serif typography brings a more intimate and feminine tone to the piece, and the wine drop pattern ties all the images together.


Conclusion

 

In a market projected to reach $2.5 billion by 2030, Lovin' Wine is strategically positioned to capitalize on the growth of alcohol e-commerce. The proposed solution addresses the three main demands identified in research:

  • Sustainability (75% of consumers)

  • Personalization (80% of consumers)

  • Omnichannel experience (cross-channel research behavior)

 

The strategy not only responds to the online penetration challenge but also aligns with market trends and proven consumer preferences.

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OPPORTUNITY

Context

  • Market CAGR 18.3%

  • 17% buy online

  • Not great package costumer's experience

  • 80% seek personalization

Solution

  • Double protection

  • Exclusive boxes

  • Collectible cards

STRATEGY

Expected Impact

  • Increase in online sales

  • Increased organic digital presence

  • Improved consumer experience

  • Loyalty

RESULT

Delightful customer experience from the first sight

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Internal dividers in the box that turn into cup coasters, just detach them! So you don't ruin your table and make it even more beautiful :)

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Referência das pesquisas apresentadas: https://www.globenewswire.com/en/news-release/2024/01/17/2810772/0/en/Canned-Wine-Market-2023-to-2030-Size-Share-Trends-Analysis-Report-by-Persistence-Market-Research.html https://markwideresearch.com/canned-wine-market/

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