- Kick off your shoes and slather on the sunscreen! These wines were created for California-style poolside living, from the bright flavors inside the bottle to the unbreakable plastic outside. Turning a host of negatives — an unsexy plastic bottle, a bulky 1-liter size, plus a screw cap closure — into a positive, takes a light touch, a little wit, and self-deprecating humor. When Summer wine beckons but glass is an issue, Sun Drift keeps the cool from shattering.
- The essence of Summer living, loose cotton clothing paired with sandals and (sometimes) actual sand, can’t be expressed with a straight-laced typeface or otherwise rigid letterforms. For the Sun Drift wines moniker, our approach was to capture the ultra-casual sense of a handwritten note to manifest the positivity and openness of the informal California culture. A fine-tip marker and crisp watercolor paper helped bring this ideal to life.
- Earth-friendly packaging is typically a benefit, however making this case in the wine category can be difficult. New Leaf, an inexpensive 1-liter plastic bottle wine, wears its environmental message on its sleeve — literally — reading: “Compared to glass, this recyclable plastic bottle takes 23% less energy to make, uses 43% less packaging, and reduces greenhouse gases from transportation by an astonishing 50%.” That’s pretty convincing.
- Alternative packaging is one of the fastest growing segments in the wine industry and New Leaf addresses both the consumers who want to be more environmentally friendly and the retailers who want to offer them better options. The brandmark itself feels like new growth with curling tendrils and the sense of a fresh start. The straightforward “Drink Well, Do Good” tagline is a positive call to action with a built-in incentive.