Mission Statement
First Draft: My company’s mission is to provide a sustainable wine that is
bene cial all around. No more artificial chemicals and no more
stress.
Final Draft: Arroya Vineyards’ provides the perfect organic wine for casual
wine drinkers. Our consumers health and the environment are our
top priority. As represented in our logo illustration, people who
feel at one with nature should gravitate towards our wines. Our
boxed wines are equivelant to two bottles of wine and will last for
four to six weeks. They are a package deal. They are great quality,
affordably priced and made with organically grown grapes.
Overview if Market Sector
My target audience is sector A. I’m designing this wine for the
casual wine drinkers who are concerned about cost. People who
are on a diet or are just very careful about what they put in
their body. Maybe they’re vegan or vegetarian. These people
care about the environment and the earth. This wine is perfect
for them because it is organic and recyclable.
Personas
Deanna is a 32-year-old woman who has a master's degree in social work. She now works from home as a therapist. She lives in Brooklyn, New York. She makes $81,878 a year. Deanna’s hobbies include drawing, yoga, and playing with cats. She drives a 2013 Honda Civic. Deanna loves thrifting and she tries not to buy from big corporations. Deanna also loves to do her food shopping at whole foods due to being vegan. Deanna will buy this wine because she does not drink a lot so when she does, she prefers it to be natural and somewhat good for her. Deanna is on a strict diet and likes to know what she is putting in her body.
Gia is a 21-year-old woman who has a master's degree in psychology. She is an occupational therapist. She lives in Staten Island, New York. She makes around 64k a year. Gia’s hobbies include playing basketball, coaching sports, and dancing. Gia drives a 2019 Nissan Sentra. Gia loves to shop at Nike, Garage, and footlocker. Gia will buy this wine because she only drinks wine occasionally and she is an athlete so when she drinks, she likes to make sure that she is not putting toxins into her body.
James is a 40-year-old man who has a master's degree in Environmental Science. He works as a Recycling Officer. He lives in Albany, New York. He makes $52,079 a year. James's hobbies include video games, going on walks, and camping. He drives a Toyota Corolla. James is very minimalistic; he doesn’t go shopping much. He has two dogs and loves them to death. James will buy this wine because it is better for the environment
Brand Development
Final Identity
My identity appeals to my mission statement and market sector because the rose head represents the all natural element of this wine
Spec sheet
Mockups
Packaging sketches
Final Packaging Design
How are you utilizing the brand spec sheet?
I utilized the spec sheet by adding just the illustration part of my logo to the back of the box and by also adding abbreviated vineyard name to the top of the box with my vine illustration going through it.
How does the packaging relate back to the mission and the marketing sector?
My packaging uses jewel tones and natural illustration elements which relates back to this all natural wine for my "all natural" type of people.
Summarize your learnings
Overall, this project helped me have a better understanding of packaging design.
I learned that good packaging reinforces your brand. The more often your target market comes into contact with elements like your logo, your company colors, and your mission statement, the faster they'll be able to recognize your brand. I enjoyed creating this and I' excited for future projects. Packing design might be something I will consider as a career path in the future.
