3 Wine Bottles: 3 Target Audiences

3 Wine Bottles: 3 Target Audiences, 3.5" x 5.5"

I was tasked with this project to create packaging for 3 different wine bottles, for 3 varying target audiences. The 3 market positions included: 1. Traditional, high quality, premium and expensive, 2. Contemporary, modern, leading edge, and 3. Casual, fun, sense of humor. The traditional wine label is marketed towards older, more experienced wine drinkers who are generally over 50 years old. The contemporary wine label is marketed towards higher income, educated wine drinkers who are in the 30 to 50 year old age range looking for the latest in modern design. The casual wine label is marketed towards younger, more fun and unique wine drinkers, generally in the 21 to 30 year age range.

Brand Identity: Kontos is a Mediterranean inspired wine company. The brand has been producing wine for over 60 years, taking root in Greece. In the past decade, Kontos has significantly increased sales of wine to the United States. Kontos aims to appeal to the US market by creating a line of wines suited to a wide base of consumers.