Creating a new wine brand targeting millennials
Disrupting the wine category
Wal-mart wanted to take a leading position in disrupting the wine category with its own critter wine, meaning good quality, good value, and no pretense or mystery. This was about removing barriers to wine drinking, while acknowledging quality cues, and about creating a fresh, approachable brand that was flexible enough to accept new varietals to the range to fulfill long term aspirations. Dragon Rouge's New York office was charged with developing this new brand and package design.
A happy family
Dragon Rouge created a fun and approachable brand (with the name ‘Lucky Duck’ setting the tone). The wacky, irreverent duck showcases the brand’s international varietal range. Each expression and posture of the duck hints at the SKU’s origin. The overall look and feel of the brand reinforces the brand’s spirit of discovery while creating a unified and impactful line up on shelf.
Wal-mart have commissioned Dragon Rouge for several new designs for a number of new varietals, the expanding range indicating its ever-growing popularity. The current range has become a #1 seller at Wal-mart, across multiple varietals in the critter wine category.
Did you know?
A critter label is any that features an animal. Between 2003 and 2006, according to the New York Times nearly one in five new wines were critter labels, and the market-research company ACNielsen stated that sales of critter-branded wine had reached more than $600 million.