Canei Vino Frizzante
A redesign of this popular wine brand’s packaging was followed by a complete re-invention of the brand identity off-pack, encompassing communications on and off-line, POS and promotional guidelines, and NPD concepts.
Canei is already present in over 15 countries but intends to expand further (eg into China) as well as boosting sales in existing core markets (The Netherlands and USA). Without a significant above the line budget, a strong design was needed to boost on-shelf appeal, and also to harmonise and maximise the impact of brand communications.
The label redesign introduced black as a unifying brand colour across the five-strong range, punctuated with a brightly coloured letter ‘C’ that contains the branding and product information. The descriptor was changed to ‘Vino Frizzante’ (Vino d’Italia in USA) to accentuate the wine’s provenance.
Off-pack the colour codes were defined as black, pink and green (reflecting the label colours of the core range), and brand icons, typography, layouts and photographic style were defined. This information, as well as 15 NPD concepts, were collected in a brand style guideline, in hard copy and online formats, which was presented to distributors in 10 lead countries, in a series of ‘roadshows’ during March 2011.
Very positive response from the distributors across the world, who feel that they now have a complete marketing toolkit to help promote Canei and grow distribution and sales. The guideline has been used to develop and launch the new global website canei.com, the centrepiece of a major social media initiative for summer 2011.
Manon de Gunst, Marketing Manager: ‘We had a very challenging scope and timing, to completely re-invent the Canei brand look and feel in time for our planned roadshows.’ Osborne Pike delivered superbly at all levels: creativity, project management and consultancy, and in their spare time(!) they created some stunning NPD concepts to inspire our markets and product development team.’