The process of developing a new wine brand targeting millennial and Gen Z women was an exciting venture that aimed to break away from traditional wine marketing and connect with a younger, more diverse audience. The primary goal was to create a brand that resonated with the values and aesthetics of these generations—emphasizing uniqueness, personal expression, and an affinity for creativity. The brand, named ESOTERIC, was designed to be a bold, distinctive experience in both flavor and visual identity, tapping into the growing demand for wines that are not only delicious but also represent a lifestyle.
To begin, defining the brand was an essential first step in building a cohesive identity. I wanted ESOTERIC to stand out by embracing the mystical and the unique, appealing to women who are both confident and adventurous. The name itself evokes a sense of mystery, inviting consumers into a world of unexplored flavors and personal discovery. With that in mind, we sought inspiration from the spiritual and natural realms, utilizing spirit animals to guide the visual and emotional aspects of the brand. Each wine in the collection was matched with a specific spirit animal, symbolizing the character and essence of the wine. This connection to the animal kingdom would not only intrigue but also create a deeper connection with the consumer, tying them to the product in a meaningful way.
As the sole designer on the project, the design process was crucial to bringing the brand to life. I worked closely with my vision, creating label artwork that embodied the ethereal, free-spirited nature of ESOTERIC. Each label featured vibrant, intricate illustrations of the chosen spirit animals, creating a stunning visual representation of both the wine’s characteristics and the energy it was meant to evoke. These artistic labels were intentionally bold and colorful, making sure the bottles stood out on shelves and created an Instagram-worthy moment for consumers. The design philosophy was built around striking, modern aesthetics that appeal to the visual-driven preferences of millennial and Gen Z consumers, who value art and self-expression as much as taste.
With the branding and design elements in place, I turned my focus to creating digital marketing materials that would captivate the target audience. Social media platforms like Instagram, TikTok, and Pinterest were identified as key channels, as they are central to the way millennial and Gen Z women discover new products and trends. Digital campaigns highlighted the story behind each spirit animal, tapping into the trend of personalized experiences. Videos and posts featured behind-the-scenes looks at the wine-making process, the symbolism of the spirit animals, and lifestyle content that resonated with the target audience’s interests, from mindfulness practices to fashion and self-discovery. The combination of visually captivating imagery and relatable content helped to build an emotional connection with the brand, making it not just a wine, but a piece of a larger lifestyle
