Eat, live, love with GUSTO! The Gusto range of wines was created to appeal to a millennial audience within the younger wine explorer category. The look is approachable with a modern, graphic and clean finish. There is a subtle visual connection to a retro Italian look, by the use of some of the colouring – the green and red for the Sangiovese and the bright green for other varietals.
The unpredictable, even cheeky and unorthodox Rosé colour combination of green and peach, has been used intentionally, not only to create impact and distinguish the brand from its conventional competitors, but to reach out beyond the traditional female consumer. The intent is to grab the attention of a broader, more diverse and inquisitive consumer base in this rapidly expanding and competitive wine category.
The simple typographic style and bright alluring colours were chosen to create maximum impact when on the retail shelf or in the display fridge.
The chosen typeface for GUSTO, is like the name – big, bold and confident. The addition of the geometric treatment wrapping around the sides of the label creates visual interest by contrasting with the bold restraint of the brand name lock-up. The inclusion of the tagline “Eat. Live. Love. with GUSTO” has been added as a visual statement to become memorable for the consumer, which will be included in all promotional material and advertising.
The sheen of the high-build varnish over the brand name contrasts with the matt texture of the uncoated stock and also adds another sensory experience of touch for the consumer to explore.
This is an entry level wine so print production has been kept at a minimum to fit within the client’s budget and for their end retail price. By adding the neck wrap sticker, it not only gives the overall brand more punch, but carries the visual story on through the whole package.