DRINKS (United States)
Project Title: Burke Family Cellars and Fair Oaks Ranch
Client or Class Name: Wine Insiders - https://www.wineinsiders.com
When overwhelmed by choice, customers default to choosing wine based on three factors: a) color; b) price; c) labels. Because consumers are increasingly shopping online, they are unable to interact with or taste the product, making the bottle’s appearance especially important. Moreover, physically larger labels means the bottles stand out in product thumbnails on a website and look appealing on social media. Knowing this, marketing technology company DRINKS modernized each label in its Wine Insiders portfolio to better convey the bottles’ contents and enable consumers to make purchasing decisions in line with their shopping habits. DRINKS uses its patented PAIR technology to help inform the label design process. At a high level, the PAIR technology compares the clustering of attributes in a customer graph and product graph to personalize product recommendations and characterize wine across a variety of attributes. Customer attributes include behavioral data, demographics, and geographic data. The product graph looks at attributes of the wine (varietal, vintage, etc.); its branding (color palette, what is on the label, descriptive elements of the design); and the wine’s packaging (type of closure, bottle shape, bottle color, etc.). The PAIR engine finds patterns that ordinarily wouldn’t be uncovered since the wine industry orients around taste profiles, rather than visual elements like packaging. DRINKS’ labels are equally approachable and informative, as they are appealing. In this way, DRINKS creates optimized labels that embody a wine’s flavor profile, make wine-buying more intuitive and help consumers predict which bottles they’re likely to enjoy.
Burke Family Cellars Design:
Fair Oaks Ranch Design: