Brief
DELICATO is a new line of product for Piccini, a family-based Italian Winery that targets to penetrate China market. It focuses on a new mix of wine that is more focus on the Chinese palate while providing a fun and error-free environment for the consumer to express themselves while indulged in the taste & knowledge of Italian wine culture. From our research, Chinese market perception of wine could be summarised with the strong statement of “Wine is the Delicacy of life” perfectly, Where we broke down the intentions from the consumers and how should Piccini react towards it.
User Research
Insights
The design direction is to encourage consumers to learn within an error-free environment & engagement, so they will be more willing to share and discuss their own opinions & preferences in wine. During this engagement, they will be able to learn a lot from Italian wine & regional knowledge and become a companion who can support each other in their journey of wine exploration.
Solution
A lot of the existing packaging does not provide enough info for the layman consumer to decipher the content within and we are aiming to provide a way to decode. Allowing consumers to determine their palate preference, explore challenging but relatable style within their safety zone with both flavour & price bracket.
The final solution is very product driven, as we believe taste adjustment and product redesign will be the best. Then it could be introduced as a new line, communicates and distribute via a new range of channels that will be reflected and related to the target consumers driving continues consumption.
LEARN & SHARE
- The 8 Grape Alphabet
- Wine Geography
- Building Palate Memory
SHARING BOX + 4 SMALL BOTTLES
Learn & encourage socializing, sharing activities
REGULAR BOTTLE REDESIGN
Wrapping allows gifting & other different occasion