Lucky Duck wins at GD USA’s 2010 American Graphic Design Awards
Wal-Mart wanted to appeal to a younger demographic looking for more lifestyle options rather than mere cost savings; they asked Dragon Rouge to create a wine category targeting this consumer. Dragon Rouge developed the brand idea of ‘everyday pleasures,’ the name Lucky Duck and the design to convey a fun, approachable personality that would appeal to millennial consumers who were usually intimidated by wine. They were looking for a balance between taste and casual lifestyle as well as education about wine varietals in a fun way. “We created a wacky yet elegant duck character that captures the fun, playful personality of the brand. The duck cleverly showcases the brand’s international varietal range with simple accessories that hint at the wine’s origin and reinforce the brand’s spirit of discovery with a touch of irreverence,” says Marcus Hewitt, Chief Creative Officer of Dragon Rouge USA.