Field Stone Fruit WinesHow did this family farm fruit wine company re-brand its packaging to something more striking, competitive, and shift perceptions about its price point?
A family farm-run orchard and fruit wine company had award winning wines, but packaging and labeling that was causing them to be lost on store shelves and not earn the price point that was being charged.
Commotion was engaged to ‘pop’ this specialty product in the highly competitive wine and spirits industry.
With five different table wines, and five fortified dessert wines, all with different fruit and berry variations — the strategy was to change out the “one label fits all” and replace it with something clean, elegant, and differentiated per bottle, communicating at first glance the ingredients the bottle contained.
A fresh modern white background with representative fruit and colour-coded labeling added differentiation, and a new signature scripted logo and silver shadowing to the packaging communicated a premium hand-picked, award winning brand rather than a mass market discount brand.
The objective was to earn the premium in price.
The new look and image, as well as the e-commerce site created by Commotion, instantly gained recognition in Farmers Markets and wine stores alike, adding value and prestige to the label.
“Summer in a Bottle — all year” was developed as a tagline, and mix and match “baskets” of wine were developed to be ordered online.
News coverage of the farm and the wine increased.
“ In 2010, we were most fortunate to meet Kirsten and Devon Bolton of Commotion Media.
We engaged Commotion to design and build a new website for Field Stone Fruit Wines, but more importantly design a new strategically branded logo, identity, and series of labels for all our wines to re-position us in the marketplace, on the shelf, and in the consumer’s mind as an upscale quality niche product in a very competitive industry.
In an overcrowded industry where shelf space in retail stores is difficult to obtain, we have found retailers more interested in carrying our products since we launched the new design, and are more willing to display our products alongside world-class players. We also have been delighted with the major increase in positive customer response at our farmers’ markets locations.
During the entire scope of this project, we were impressed with Commotion’s expertise, their vast experience and their amazing creativity. Everyone who worked on our project was thoughtful, trustworthy and enthusiastic. The final result of their work was beyond what we had hoped for, and has left us very, very proud of our new look.
Without reservation, we would recommend Commotion Media to anyone who is looking to create a competitive brand. “
–Marvin Gill, Propietor
Field Stone Fruit Wines