Time length:

9 weeks

Tools:

Figma, Photoshop

Roles/Skills:

Group project - UX/UI, Marketing, Branding, Packaging

Collaborators:

Rabia Friedman
Stephanie Guy

OVERVIEW

Wine subscriptions can often be pretentious and overwhelming for new wine consumers. Our team created a subscription box that makes wine fun, accessible, and easy to understand. Our challenge was to appeal to the curious wine drinker with an entertaining wine personality quiz, attractive packaging, relevant marketing, and web assets to support the wine subscription box concept. 

PROCESS

To learn about trends in the market and how novice wine drinkers interact with wine, we researched competitors and conducted qualitative interviews. We discovered the target demographic is interested in customization, pretty packaging (without excessive packaging), and the surprise of what is inside the box. The target audience also loves trying new wines, but feels that too many options can be overwhelming. The current market provides little to no education about wine options and labels are inconsistent with information.

After analyzing our results, we focused on older GenZ and Millenials for our wine subscription service. We created a bespoke experience with a sassy tone of voice by developing wine tarot archetypes. The resultant brand was inviting, fun, and appealing to a curious wine drinker.

PROCESS CONTINUED

To make our brand more accessible, our wine comes in cans and can be purchased through a simple subscription model based on a user’s taste preferences. The tarot archetype indicates a wine personality for each user. For example, if the user takes our wine quiz and selects flavor notes and personality attributes of a Cabernet Sauvignon wine, then they are given The Hermit persona and sent those wines each month.

We spent a large majority of our project developing the look and feel of the brand. The website design explains the wine subscription process and includes the quiz that reveals each user’s wine tarot archetype. The following app flow shows the process of rating the different wines after enjoying each month’s subscription box.

Click here to view website and quiz.

FINAL THOUGHTS

The modern and attractive visuals for the packaging makes Wineology appealing to the target audience. The fun and unique storytelling through the tarot helps make the wine subscription box more entertaining and less pretentious than the competitors. For next steps, we could focus on reaching the target audience by social media marketing.