Two team mates and I were given the opportunity to work directly with E & J Gallo Winery. They are the largest distributor of California wines, and the largest family owned winery in the United States. E & J Gallo came to use with the challenge to design a new brand of wine that would resonate with the millennial consumer and break the rules of the wine industry.
RELAXED | NOSTALGIC | NATURAL | FREE-SPIRITED | BOLD
My team and I dived into an in depth branding exploration that included: consumer & market research, brand inspiration & concepts, package design, point of sale & social media materials, and 3D in store display.
After a long day of concepting, one of our teammates started drawing cartoon illustrations of animals drinking wine. We originally asked him to stay focused and stop wasting time. Only to have the concept stick. The images of animals consuming wine within their natural habitat became the main imagery for the Backroads brand, which encourages millennials to get out of their comfort zones and try something new.
JAPANESE INK PAINTING: SKETCHES
BOTTLE DESIGN: PRELIMINARY DESIGNS
BOTTLE DESIGNS: FINAL
CUT VINYL: DESIGNS
PRINT PROMOTION: POSTER DESIGNS
SOCIAL MEDIA: INSTAGRAM
3D PROMOTION: IN STORE DISPLAY CONCEPT
Ann Marie Dailey - amdailey.com