Celestino Wines
Project description
The assignment is to design the branding for organic and biodynamic wines. The company has requested alternative packaging designs in the form of wine cubes. The packaging must be design with three varieties: a red, white, and rose wine. The consumer group are those who are likely to go to wine tastings, but are concerned about the environment. Sustainability involves the treatment of the land, and the winemaking process. Since this is the Company's mission statement, it's important that their branding design represent what they stand for. In addition, it also helps with the environment.
Target Sector
I’m selling a luxerious and elegant tasting wine that is marketed towards 21-40 years olds. This market cares where they buy there products and how they are produced. They are very serious consumers that go on wine tasting and don’t mine drinking almost every night. They don’t just shop for organic wine they also shop for organic foods as well. They may have a high income but that doesn’t stop them from shopping at whole foods and other speciality stores.
Personas
Egypt Sherrod
Age: 47
Career: estate broker and interior designer, host of a real estate show(Married to Real-Estate) CEO of Egypt Sherrod - Real Estate - Renovation - Design Income: $200M (Parents don't have money)
Buying habits: furniture (for work or at-home projects, designer Clothes, designer heals, jewelry
Interest/hobbies: Shopping, Spending time with friends and family, Getting brunch, meditation, salsa dancing, double dutch
Drinking habits: Casually, takes sips of wine in the tub or with her husband on the patio after a long day of being a boss and a mother. Her wine preference is a chardonnay.
Married 20 years to her husband Mike, who is also her business partner. She has sustainable relationships with her clients because she is known to always tell her clients how it is. She also able to figure out her clients tastes even when they don't know themselves. To add, She offers less expensive material alternatives for house renovations. She recycles cabinets and furnitures from old projects to new ones. She is all about having healthy food in the house. She even has her own personal produce garden growing on her property.
Marilyn 'Madam' DeVille
Age: 39
Career: a fierce businesswoman who rules all in the lucrative male exotic nightclub industry, Mafia Boss
Income: $4.7M (She inherited the business from her father)
Buying habits: designer Clothes, designer heals, designer jewelry, designer bags
Interests/hobbies: Shopping, eating exotic food, shooting range, making money, blackmailing people to get what she wants
Drinking habits: She drinks every chance she gets: at a meeting, home, or the nightclub. She drinks wine during dinner, She takes a few sips while soaking in the tub and before bed, her wine preference is red wine.
She has never been married nor does she intend to unless it benefits her, and the guy isn't a boring drag. When someone messes with her money, they're never found unless she wants them to be found. Sometimes she treats others like garbage but everyday she treats herself like a queen, so she only eats healthy foods and drinks organic wine.
True Jackson
Age: 30 Career: a famous chef who owns her own restaurant chain that serves food made from organic ingredients, who has a passion for food and wine, she's a YouTuber who shares healthy easy budget recipe videos online
Income: $850k (She grew her business from the ground up.)
Buying habits: food, wine collector, designer shoes, designer clothes, designer handbags, and designer jewelry
Interests/hobbies: wine tastings, cooking, baking, going on eco-friendly spa retreats, going to brunch with friends, she likes throwing dinner parties, travel the world for alternative ingredients, food tours
Drinking habits: Casually. She drinks wine during special occasions or when she has time for herself like during her spa-retreats and travels, she takes sips of wine to help decide which compliments her dishes best, her wine preference is white wine
She has never been married, but she is open to the idea. She has a boyfriend and one toddler son.
Mission Statement
At Celestino Wines, our family’s mission is to elevate your wine experience with a commitment to both exquisite taste and environmental consciousness. Crafted through organic and biodynamic practices, our red, white, and rose wines embody the harmony between nature and winemaking. Packaged in eco-friendly wine cubes, we extend our dedication to sustainability, ensuring every sip reflects our respect for the land and passion for a greenewr future. Join us on a journey where the richness of flavors meets a commitment to a healhier planet, inviting wine enthusiasts to savor the blend of quality and environmental responsibility at every tasting.
Reflection
While creating the PDF for this project, I had a chance to look through all the steps I took to get here at this point. I started with sketches, to selecting typefaces, and color palettes, and searching for inspiration. Creating these designs for Celestino Wines was a great experience to partake in. I know that part of being a designer you will get jobs from companies or businesses that you don’t 100% like or stand by. For example, I’m not a wine drinker nor do I like any alcohol-related drink but I took the job of designing the brand identity of a winery. What was the most stressful was finding what direction I wanted to go. At first, the logo had more of a vector look but that was before I tried hand-drawing it and inputting it into Illustrator to create more of a sketchy yet luxurious look. Bit by bit I was getting closer and closer to the design that I have now, I just needed one more push to inspire me. My professor mentioned during one of my class critiques that my box design looked like a Spode blue Italian dinner plate. She was right, especially how my color palette was similar and how I had a transparent landscape in the back. So, I decided to keep going in that direction, drawing a new landscape, and making it a little more modern and luxurious to fit with Celestino Wines Market.
