SORORITE WINE
Challenge
Sororite Wine identifies a gap in the market—a wine brand that accurately reflects Gen Z and Millennial women. For our second project, Hyeri Jeong and I set out to create a brand centered on transparency in flavor profiles for women entering the wine market. Our goal was to empower this demographic to feel confident in their choices.
Solution
Our final wine packaging features a food pairing guide and a flavour profile data visualization on the back, making our wine both accessible and transparent. This design ensures that customers—whether they are wine enthusiasts or novices—can easily understand how the wine tastes and what foods pair well with it, fostering trust and confidence in our brand.
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The vibrant color palette and fluid, abstract cutouts set us apart from competitors, creating a bold, modern look that appeals to the underrepresented market of young adult women. These design elements ensure our wine stands out on crowded shelves while resonating with a fresh, dynamic demographic.
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Additionally, our $1 return incentive for bottles brought back to the local LCBO supports sustainable practices, aligning with the values of environmentally conscious consumers in this audience. By combining thoughtful design, transparency, and sustainability, our packaging reflects a brand that is not only innovative but also socially and environmentally responsible.
Launch
Sororite Wine will launch with both a digital and in-person campaign centered around community. Posters will feature familiar phrases you might hear before someone pours you a glass, sparking conversation. The social media launch will introduce an AI-generated Instagram Story filter that analyzes the setting and expressions in an image to generate a 'flavour moment'—mirroring the data visualization on the back of the packaging in a fun, interactive way that boosts product awareness among the target demographic.