The success launch of the American red wine from the well-known country artist was followed up with an Italian Prosecco.
Brief: Develop the red wine design to make it work on a sparkling wine from Italy. There were two main challenges. The first one was to make the heavy design to work in a more sophisticated category. The second one was to make the product credible with a name which is associated with American city with deep country roots.
We created a design that felt it could be consumed in Nashville and not a Prosecco produced in America, stated clearly by saying “Imported from Italy” on the label. We turned the coarse graphics from the red wine into maximized “American Bling” inspired by the classic alcohol brands from the cotton states.