By Natalie Mortimer | The Drum
Alcoholic beverage company Mangrove Estates has launched a new brand of rosé wine aimed at millennial men who are fans of the pink drink.
Alcoholic beverage company Mangrove Estates has launched a new brand of rosé wine aimed at millennial men who are fans of the pink drink.
Packaged to look like a beer can, the brand and design for The Drop was created by Safari Sundays, who wanted the drink to appeal to "a specific type of millennial bro".
The agency created a ‘work hard, play hard, live rosé’ brand world, with visual cues to a sunny long weekend. The can features the tag line ‘Quality grape-age, no breakage… ‘ which has been designed to sum up the brand ethos.
Adam Walko, creative director, Safari Sundays, said: "Embracing all the good stuff and none of the compromise, exactly what millennials expect."
He added: "Our logo boldly challenges the elegance of the rosé wine category with an authenticity and impact usually reserved for beer. We chose a fresh, cool color palette that proudly reflected the product inside and built a collection of secondary seals and mottos such as rose gold stains, rally cries and a lobster breaking a corkscrew to create a bigger story for the crew and their fun, free lifestyle."
The Drop will be available in New York and Long Island from May 2016.
Read the full article here.
The agency created a ‘work hard, play hard, live rosé’ brand world, with visual cues to a sunny long weekend. The can features the tag line ‘Quality grape-age, no breakage… ‘ which has been designed to sum up the brand ethos.
Adam Walko, creative director, Safari Sundays, said: "Embracing all the good stuff and none of the compromise, exactly what millennials expect."
He added: "Our logo boldly challenges the elegance of the rosé wine category with an authenticity and impact usually reserved for beer. We chose a fresh, cool color palette that proudly reflected the product inside and built a collection of secondary seals and mottos such as rose gold stains, rally cries and a lobster breaking a corkscrew to create a bigger story for the crew and their fun, free lifestyle."
The Drop will be available in New York and Long Island from May 2016.
Read the full article here.
