Wines are not typically marketed to the 19 to 30 age bracket. This group usually knows little about wine, since they are new to the market and have yet to acquire enough knowledge to be discriminating. They can often be overwhelmed by too much choice, limited by their budget, and feel intimidated when trying to select a wine.
To address this, I designed packaging that makes fun of wine culture in a playful way – inviting the uninitiated wine drinker into the fold. Naïve typography, flippant copy, and bright, engaging colours support the light-hearted tone of this mid-to low-priced wine.