Lucien M — Hallgarten Druitt & Novum Wines
Create a range of mid-tier ‘discovery’ wines from lesser known origins and varietals. And in doing so, help consumers broaden their repertoire by inspiring and encouraging exploration and experimentation in wine. The brand and design should also demonstrate Asda’s quality credentials, wine expertise and commitment to innovation. The range comprises 17 wines from retro regions and long forgotten grapes all retailing between £5 and £7.
We developed the name ‘The Wine Atlas’ to showcase a sense of discovery and enable the range to be able to grow and change across many different countries over time. The strapline ‘Your Passport to Wine Discovery’ was added to help reassure and engage with consumers.
Breaking through the wall of white labels!
We presented a bold design concept inspired by travel posters from the last century. The range is all about rediscovering forgotten grapes and regions so the nostalgic design really fits with the wine inside. The full colour labels are also the perfect antithesis to the ‘wall of white’ we see so often in supermarkets today.