esque
In which I developed the concept for a wine brand targeted towards Gen-Z audiences for Leelanau Wine Cellars (LWC) as part of Phire Group's Camp Phire internship Program.
Deliverables
Labels
Brand Application
Competitor Audit
We started by analyzing LWC's competitors through the lens of a Gen-Z audience, examining how each brand is perceived and the strategies they use to market their wines to this demographic. Based on our findings, we assigned each brand a grade reflecting the strength of their strategy and visual appeal from a Gen-Z point of view.
Moodboarding
At the start of the label design process, I developed a series of moodboards tailored to resonate visually with a Gen Z audience.
Initial Three Brand Concepts
From these moodboards, I then went on to create 3 wine brand concepts with their corresponding label designs.
Ruby is classy. She’s bubbly. She’s bold. Bombshell is your go-to lipstick shade, your irresistible perfume scent, your favorite Love Island contestant. All together, they make your new favorite wine.
Bombshell Ruby leverages iconic lip prints and bold reds that have a romantic feel alongside the popularity of reality TV to directly target Gen-Z and Millennial consumers.
The party is wherever you are, whatever you’re doing — whether you’re lying by the pool, dancing on a rooftop, or lounging in your parents’ basement. All you need is your favorite people and a bottle of WTM.
Using nostalgic scrapbook elements and a popular texting acronym, this series appeals to Gen Z by connecting with authentic moments and a sense of community. The bottle embodies storytelling and laughter, offering a glimpse of what's to come when you pour a glass.
It’s a Friday night. What’s the energy you’re aiming for? Is it calm and peaceful? Is it loud and lively? Maybe it’s somewhere in between. It’s never quite one thing… it’s an ever-changing aura. Open a bottle of Esque and enhance wherever the vibe is going.
“-Esque” is a suffix meaning “in the style of.” In an age of constant internet inspiration, you might find yourself dressing 90s-esque, throwing a Bridgerton-esque party or having an Italian-esque summer picnic. It’s inspired by everything you see around you but ultimately it’s uniquely yours. That’s what Esque seeks to capture.
User Survey
We then went on to create a survey to gain user perspectives of these three brands. We surveyed a total of 54 individuals, with 48% of those being between ages 21-25. The brand that gained the most favorable feedback would be the one we refined and moved forward with, which eded up being esque.
