opportunity
Dashe Cellars is a boutique winery known for high-end Zinfandel and looking to extend its brand into the more elite varietals - Cabernet and Merlot. Fortunately for them, the merchandising of premium wines runs the gamut, with regional trends and a few cliches predominating, leaving plenty of opportunity to stand out on the shelf.
idea
Dashe employs an unusual mix of winemaking techniques, drawing from both Californian and French traditions. A similar mix was required in their marketing - balancing the distinct, somewhat playful look of their Zinfandel bottles with the more refined tastes of Cabernet and Merlot audiences.
execution
We saw an opportunity to bring Dashe’s history to the label by using their distinctive monkey and fish illustration. We also decided to bring greater sophistication to their look by developing a smaller label with a more refined design and fewer graphical elements. Building name recognition was another goal, making the prominent use of the Dashe name important.
influence
The wine is still in the barrels, so it’s a bit early to determine our success. Like all good brands, Dashe Cellars is sure to get better over time. Come back for another taste.
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