Shelburne Vineyard, Vermont’s original and oldest winemaker, wanted a complete label review and update to bring their labels to a new and consistent standard. We reviewed papers, illustration styles, information hierarchy and readability, and category groupings to create a new wine presentation for distributors and consumers alike.
In addition, they were launching the states first wine-in-a-can to target a new and younger demographic than they had courted in the past. Named "Capsize", it evoked a myriad of emotional responses and required a significant amount of exploration.
Brand Research and Positioning