Because this was my senior capstone project, I was free to construct whatever I wanted with no constraints. I decided to create a new, affordable wine brand that is marketed towards women that are going through or have gone through a breakup. I knew I wanted to do branding for this project. I really enjoy telling a story through a brand and marketing towards unique audiences. I also wanted to create an entire social campaign around this brand because I have an interest in product photography and image making. I chose to create a wine brand because like most college girls, I love wine. I am also targeting an underrepresented audience that I can personally relate to.
The beginning of my creative process started with establishing a niche, target audience; women going through or have gone through a break up. Once this audience was established, I created the voice and vibe of my brand. I wanted my brand to act as a girl’s best friend while she is going through her break up so I named it, Soulmate. I then created a pattern and labels based on stars, a metaphor for soulmates. When promoting this brand, I found a model who fit into my target audience’s demographic and had photo shoots with my model and wine bottles. I then used these images and elements of my brand pattern for an Instagram grid, a website, and a poster series.
This project was a huge success because a lot of people can relate to my target audience. There are so many people that not only enjoy the design but really appreciate the concept behind it. I also really enjoyed working on this project because I can relate to my target audience as well.