Brand Creation – Spec Work
“Millennials want to feel free of judgement to explore and experiment with their personal wine taste.”
Strategist – Roark Nelson
Copywriter – Alexander Corrado
Art Director – Kevin Lu
Media Planner – Abel Gebrezgi
The wine market in Portland is extremely saturated with wine bars, bars, breweries, restaurants, and distributors such as grocery stores. Our mock client for a Creative Strategy class wanted to open a wine bar in Portland, OR specifically target to millennials.
A variety of one-on-one interviews and friendship dinners were conducted gathering over 100 responses from millennials living in Portland, OR. These responses did not yield a quantitative result, but they provided extremely deep insights into the minds of our audience. Through this research and in studying it we wanted to explore the emotions surrounding wine.
Millennials really enjoy drinking wine in the comfort of their homes with their friends. They would often tell stories about how they could drink it to unwind after a long work week or just simply a long day at work.
Ordering wine in a bar or restaurant can often be a stressful experience. They perceive wine to require a high bar of knowledge to be considered educated enough to drink wine.
Wine is seen as a drink for people who have got their shit together.
Millennials like to learn about new things in an environment where they do not need to worry about judgement. Wine especially, which pointed towards why so many were drinking wine in their homes rather than out at bars.
The Brand –
My team and I conceived of The Lab. That Lab would be a place where people could come to experience wine in a fun and interesting way.
Rather than drinking wine from wine glasses, wine would be presented in a series of test tubes together as a flight of wine. Patrons would then be able to blend the wines of their choice in a large volumetric flask, experimenting with the method of wine blending in a new exciting way.
Tasting notes would accompany the wine on what appears to be a page from a lab notebook so customers could learn about the wines that they enjoyed.
It was important to focus on the insight that our audience likes wine, they just don’t like the social pressures that come from how you’re supposed to and not supposed to drink wine. We eliminated those elements from the tasting experience and gave power back to the customer to experiment with their taste.