British Columbia-based wine company 'Church & State Wines' offers a dynamic range of labels that appeal to younger demographics.
The wines are part of the brand's 'Lost Inhibitions' collection and were designed by the agency 'Brandever.' In the pursuit of targeting the Millennial demographic, the agency went as far as possible to reference items, activities and sayings that this generation is so familiar with in North America. Some of this branding includes labels that make dramatic statements such as "F*ck My Diet," "Hashtag Blessed" and "Egg-Plant Emoji." The brand has over 150 different labels that it uses to decorate this collection.
By creating branding that so directly references pop culture among younger generations, Church & State manages to be relatable and very distinct from other similar brands.
Pop Culture Wine Branding
These Church & State Wines Target Millennials
Trend Themes
1. Personalized Wine Labeling - Creating wine labels that incorporate pop culture references and resonate with younger demographics.
2. Millennial-targeted Branding - Developing branding strategies that specifically appeal to the Millennial generation by referencing popular culture and social media trends.
3. Creative Label Designs - Using innovative and eye-catching label designs to stand out in the crowded wine market and attract younger consumers.
Industry Implications
1. Wine - Incorporating trendy and relatable branding strategies to attract Millennial consumers in the wine industry.
2. Marketing and Advertising - Providing specialized branding and design services to help businesses target younger demographics by incorporating pop culture references.
3. Packaging - Creating unique and attention-grabbing label designs for various products, including wine, to differentiate brands and appeal to specific consumer segments.