LUCID
Lucid: white wine bottle mockup
For this branding project, I chose to create a wine label brand. Kendall Jackson was chosen as a company to renew because while it had decent wines trusted by an aging demographic, its labels are outdated and plain.
MY PROCESS
Research
Millennials are the fastest growing and largest group of wine consumers, which is why they are the targeted audience. They don’t trust traditional brands and are interested in trying new things, but don’t want
to risk their money on a product they don’t know the quality of.
Millennials prefer boldness and clarity.
There is a lot of mystery that comes with wine and most people just want to know what it tastes like. Instead ofhiding the flavor profiles in small font, or not displaying any information at all, they are displayed in a bold and clear presentation. This removes some of the mystery yet uses familiar “typical” wino language which should confirm to the consumer that this wine is being transparent about its contents.
Inspiration
It was important that this new brand of wine stand out from the sea of plain white labels with fine, decorative type. I wanted the most noticeable feature to be the bright flavors of its contents, matched only by the bright colors of the logotype. I stuck with the theme of transparency using overlapping, colorful and transparent shapes.
weinshopwien.at
entucolemecoleblog.blogspot.com
Sketches
At first, I was unsure of what name to choose for this wine brand. I knew the audience was born between the early 1980s and mid-1990s. I also knew that while millennials appreciate bright and beautiful products, they are also very selective and expect transparency, honesty, and high quality in a brand. Using these concepts, I chose four name options: Tasteful, Vivid, Savor, and Honest. I then sketched multiple iterations of the potential brand logos. From there I selected certain design elements within the sketches that supported what the brand stood for.
Ideation
Overlapping semi-transparent layers and fruit represented the transparency of the product, then liquid and grapes serve as symbols for the wine itself. After deciding what design elements I wanted to use, I came across a better name for the brand. The definition of Lucid (from dictionary.com) is, “1. easily understood. 2. characterized by clear perception or understanding. 3. shining or bright. 4. clear; pellucid; transparent.” This is exactly what this wine needed to be. From there I used the same imagery ideas from the other names and applied it to Lucid.
The design elements I chose to implement:
1. Semi-transparent layers of bright colors
2. Overlapping ingredients of the flavor profile
3. Liquid or drops
4. Grapes
Type and Color
The font used for the logo was a script style called Advertising Script Bold. This style of font is popular among millennial branding. The body type, Gilroy, is a san-serif typeface that has very round counters and has easy legibility. The colors used were selected based on the bright and bold turquoise, magenta, and yellow hues that millennials have a tendency of gravitating to.