Kelly Kistler
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Back Roads Wine

Where the wild meets wine

 

CHALLENGE

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

 
 

OUR APPROACH

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.

 
 
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Branding: Logo

 

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

 

Collaborators:

Kelly Kistler
Ann Marie Dailey - amdailey.com
James Russo