In the ever-evolving world of social media trends, some are fleeting while others stick around for a while. One quirky and oddly charming trend that has gained traction over the past few years is the phenomenon of taking holiday snaps with your feet prominently featured in the shot. Whether you’re lounging by a pool, soaking up the sun on a beach, or enjoying a scenic mountain view, the “feet in the shot” often signifies the arrival at an envious destination or proof of being there.
Studio Guild’s strategy behind this entry level brand was to engage the consumer with a relatable story that would take them back to a cherished moment. A moment they could relax, enjoy with family and friends, slow down and be in the now.
We set out to create a scenario for each wine on offer to relate to the occasion you might enjoy that wine – summer’s day by a river for Sauvignon Blanc, wintry night sky by a camp fire for Cabernet Sauvignon.
The imagery came first but to encapsulate the whole story, Studio Guild came up with the brand name Arrived. Our brand story weaves around “You have arrived!” or “You are here” and adding the pin drop to the label and capsule speaks to the social media theme.
The impactful imagery takes up the majority of the label to create shelf impact, but this has also solved a production cost issue for this entry level wine – maximum impact without adding expensive embellishments or finishes.
Many brands are slow to move or become stagnant because they are one dimensional brands. The story we have created enables the brand to expand beyond pack through other channels – social media competitions for best holiday “feet” snap enabling the consumer to engage with you rather than being spoken at by too many brands pushing their product. The winner could then have their image transformed into the next line extension.
So, the next time you’re on holiday and ready to capture the moment, consider snapping a shot that features your feet. Whether you’re basking in the sun or hiking a mountain trail, your feet will help tell the story of your travels, grounding the image in a sense of relaxed authenticity that is perfect for today’s social media culture. And of course…enjoyed with a bottle of Arrived.