Design of a Brand, and Packging

Korks & Screws
Design and Packaging Brief

About K&S:
Wine is a vast universe and exploring its rituals, and culture are enriching and enjoyable to most wine advocates. Drinking wine is a social pleasure, and can spark sophisticated conversations resonating about the wine, grape, the year, the regsion, the process, and the taste.
K&S is a wine discovery platform, where every week we explore a new wine from a different region, and we send an overview about that specific wine, the ingredients, the brand, the region, and other exciting details. Through a wine subscription service, K&S connoisseurs select their choice of wine and pair it with cheese, nuts, food item, and a wine accessory, and send it out to our customers in K&S boxes, who review the wine and send back feedback using our K&S app.

Project description:
Brand tone, and direction. We wanted the hero of the brand to be everything around the wine but not the actual wine inside the bottle, as with every order the wine itself will change, but the other elements are always constant. The name is intentionally misspelled "Corks" to Kors to symbolize K&S semantic ancestry.
“Korks” signifies the wine variety, as in each wine has a different cork, as the cork is branding element and is used to label the wine. The screws symbolize the tools and accessories used in the process of drinking wine.

K&S will have multiple subscription types:
The Explorer "A good way for newbies to start learning about wine."
The Curator “A wide variety of must-have wines”
The Globalist “The best wines from all over the world in their seasons.”


Design deliverables:
Logo in color, black and white, JEPG, and Vector AI.
Social media design kits (Logo, Cover, templates).

Packaging deliverables:
Eco-friendly paper bags.
Single bottle delivery package. Dicut.
3 bottle delivery package. Dicut.
Cheese paper wrapper.
Paper label sticker. Added to the bottle.




Focus on the single delivery package.
This is going to be our primary packaging and will be delivered to peoples homes weekly. We wanted them to have an AHA moment when they see it and entice them to taste it. The box when opened should contain compartments for the cheese, wine accessory, and food compartments. There should an area that we hold a paper with the overview of the wine, and that overview needs to be branded, and in the form of an infographic. Containing information about the makers, the grape, best matches,

Print deliverables:
Business cards.
Broucher.
One time trial voucher.

Branded gifts
Aerator.
Decanter.
Wine Openers.
Champagne flutes.
Ice buckets.
Vacum pumps.
Wine Racks.
Wine filter.
Pourer.
Reusable wine bag.
Wine glass markers.
Wine chiller stick.
Wine Stoppers.


Target audience
Mature (35-50 years)
Western-influenced.
English as a primary language.
70% women 30% men.
Wine advocates.
Married with children.
Very little free time.
Socially active.
They like to travel.




Target market
We are starting K&S in Jordan, but plan to scale it the MENA region and then to the world. What differentiates us from the rest of the wine subscription services is we don’t focus on the wine, but instead the experience of a wine journey. The journey is the first exploratory in taste and followed by curated facts about the wine, and its makers to allow our members to have shortcut details. Finally, by pairing it with food items that they least imagined creating a shock and awe moment for our members.



Examples of similar service
WinC Vino, Wine Awesomeness, CellarsWineClub


Personality
Energetic, Explorative, Eclectic, Vintage, rustic, witty, amorous, provocative, and flavorful.

Inspiration
Madmen the show.
https://www.thebacklabel.com/ Wine education.
http://www.timatkin.com/ A wine blogger
https://www.dollarshaveclub.com/ A great subscription business.
https://monocle.com/ Look and feel.