Prophecy Pinot Grigio Summer Campaign
The summer campaign celebrates leisurely afternoons and balmy evenings with a light and airy profile capturing the season's essence. This artistic reimagining of our packaging not only highlights the wine's refreshing profile but also celebrates the beauty and creativity that defines Prophecy. Let Prophecy Pinot Grigio be your passport to endless summer memories, where every glass is a toast to relaxation and joy.
Objective: The objective of the new design and summer campaign for Prophecy Wine Pinot Grigio is to capture and convey the essence of summer through a visually stunning and evocative label design paired with a compelling marketing campaign. This initiative aims to enhance brand recognition, attract new customers, and increase sales during the summer season by associating Prophecy Pinot Grigio with the vibrant, refreshing, and leisurely experiences of summer.
Deliverable: A new label and bottle seal for Prophecy Pinot Grigio that incorporates gentle, summery colors and an elegant design, focusing on the butterfly without overwhelming the face.
Prophecy Summer Campaign
Prophecy Summer Campaign
As the summer sun paints the world in vibrant hues, embrace the season with every sip of Prophecy Pinot Grigio. The summer campaign celebrates the essence of leisurely afternoons and balmy evenings, offering a refreshing escape in every glass. Crafted with precision and passion, Prophecy Pinot Grigio embodies the spirit of summer, with crisp notes of green apple, citrus, and ripe pear dancing on the palate. Whether you're lounging by the poolside or sharing laughter with loved ones at a backyard barbecue, let each pour transport you to a state of pure relaxation.
Brief: This summer campaign for Prophecy Pinot Grigio aims to refresh and elevate our brand, reinforcing Prophecy as a leader in crafting high-quality, elegant wines. The redesigned label, with its gentle summery colors and delicate butterfly, embodies our commitment to art, sophistication, and the season's vibrant spirit. This artistic reimagining of our packaging not only highlights the wine's refreshing profile but also celebrates the beauty and creativity that defines Prophecy. Let Prophecy Pinot Grigio be your passport to endless summer memories, where every glass is a toast to relaxation and joy.
Target Audience:
Young Professionals: Aged 25-40, who enjoy social gatherings and are looking for a sophisticated yet approachable wine to complement their summer activities.
Event Planners and Hosts: Those organizing summer events, such as picnics, pool parties, and barbecues, who want to offer their guests a refreshing and gentle wine option.
Casual Drinkers: People who may not be wine connoisseurs but enjoy a light, refreshing beverage during the summer months.
Creative Process/Design choices
The chosen color palette focuses on gentle, summery hues that evoke a sense of relaxation and delicacy, aligning with the wine's vibrant flavor profile. The other color options were too bright and saturated, drawing attention away from the butterfly, which is a central element meant to symbolize transformation and the lightness of summer. This design direction ensures that the label captures the essence of the season with class and sophistication.
I selected the first thumbnail because it effectively shifts focus away from the eyes, which were distracting, and ensures that the main attention is not on the face. The goal was to create a design that exudes elegance and subtlety. The third thumbnail was not chosen because the oversized butterfly would have overwhelmed the face, detracting from the intended balance.
Please note that this illustration is purely conceptual and intended solely for illustrative purposes.