Grapes & Friends is one of the first brands to appear on the shelves of the Perekrestok retail chain as part of our agency’s large-scale project to create a portfolio of alcoholic brands for the retailer. This wine is aimed at a broad audience of consumers who are just beginning to explore the rich and diverse world of wine culture. Our goal was to create a product that feels light, accessible, and evokes warm emotions.

That’s why the foundation of the Grapes & Friends concept lies in the ideas of summer memories, carefree moods, and the joy of spending time with close friends. We wanted to capture the feeling of those simple moments: the sun, friends nearby, genuine smiles, and a good glass of wine in hand. The brand name and visual identity are built around this simple yet vibrant story — about how wonderful it is to be young, happy, and just a little tipsy.

The packaging design is light, modern, and emotional. Black-and-white photographs on the labels create a sense of sincerity and warmth, while color accents highlight product features and ensure shelf visibility. We intentionally focused on real emotions that are easy for consumers to recognize, instantly evoking personal memories of life’s best moments.

During the development of the brand, we paid special attention to establishing a strong connection: consumer → brand → retail. We always design brands not only to attract attention but also to seamlessly integrate into the retailer’s strategy, strengthening its overall value proposition. Grapes & Friends solves multiple tasks at once: it helps customers easily choose a wine without needing deep category knowledge, strengthens the emotional bond with the Perekrestok brand, and encourages repeat purchases by creating a positive user experience.

Today, Grapes & Friends is already available on the shelves of Perekrestok. We are happy to see how the brand resonates with customers and proves that a properly built system of interaction between the consumer, the brand, and the retailer truly works.

Try Grapes & Friends — and remember how wonderful it feels to simply enjoy the moment!