Wine Redesign for a New Generation
Duration: 5 Months
Team Members: Sarah Carleton
My role: I created the project goals, managed time, and completed all aspects, including the process book, mockups, and poster, over the course of a semester.
Here are some initial thumbnails and ideas for different labels I was considering.
Problem: Due to all the various expectations, terminologies, and traditions associated with the world of wine, beginners often find it challenging to know where to start. The wine industry can be intimidating to newcomers due to a lack of understanding, which highlights the need for a better way for beginners to enter the field. Wineries need to find a way to include and welcome new drinkers, and that's precisely what I aim to address with my solution.
Process work is shown here for the Ancora Imparo Label
Solution: I’m creating a theoretical wine brand with a new consumer experience that is accessed through a QR code on the capsule or back wine label. The experience will direct you to a section of a winery’s website and includes an interactive virtual tasting with infographics, an introduction to wine vocabulary, a health/ingredients section, and the story behind the wine and winemaking process that connects the consumer to the product. I am also designing a meaningful wine label that reflects my research on what younger generations want. The label has a meaningful story, which is explained further in the prototype and process book.
Overall, I saw an opportunity for modernization within the wine industry, so I created a solution that is both unique and useful. I conducted research, and I identified a gap in the market for modern and enjoyable wine education that is tailored to specific wines. I addressed this by making an accessible online experience that provides an in-depth virtual tasting experience and includes all the information I’ve found that consumers want to know. Through this process, I learned a lot about the wine industry and designing for both consumers’ needs and desires.
Above are the wireframes of the online experience.
Research: Through my research, I have conducted interviews with many individuals in the wine industry and within my target audience. Additionally, I have conducted first-hand research by attending tastings and scouting wine aisles, as well as reading through numerous articles. As a result, I have discovered a great deal of information that was previously unknown to me about the industry. More of my research can be found in the process book.
There are different colorways on the label for various types of wine.
Challenges: During the course of this project, one of the biggest challenges I faced was managing my time and meeting deadlines for the design portion, which had a quick turnaround. It was difficult to balance this project's demands with my other classes while also putting in the effort necessary to create something I could be proud of. I wanted to address multiple things, such as creating a modern and compelling design and providing an attached virtual experience, but this added to the workload. Despite these obstacles, I confronted them head-on and completed the project.
Learnings: Prior to starting, I was unaware of the technicalities surrounding wine label regulations or the various strategies used for different target audiences. However, conducting interviews with professionals helped to illuminate these aspects and also helped me identify areas for improvement. It really showed me what elements they enjoyed seeing and where they wished there was more to the experience.
Moreover, I gained a deeper understanding of self-management while working on this project. Setting deadlines and following a schedule was essential to ensuring that all aspects of the project were completed on time. I worked hard to stick to my schedule, and I learned that it works well for me to schedule check-ins to hold myself accountable (even if the check-in is just with a friend or family member where I tell them I met my weekly goals). Adapting to this method of personal management on a project that had a lot of freedom allowed me to work more efficiently and effectively.
Here is the final poster that I compiled to show the project.
Above is a walkthrough of the online experience formatted for a smartphone.