MetaDesign developed branding for 'HomoVino,' a wine dedicated to fighting for marriage equality for all couples. The brand donates portions of the money it receives from sales to organizations with a similar mission.
To communicate this concept in their packaging of their wines, MetaDesign developed an identity to express a "cheeky, uninhibited and colourful attitude towards life." The packaging is intended to be bright and uplifting, without compromising the seriousness of the company's goals. The packaging is direct enough to communicate the company's mission and encourage people to purchase this unique wine.
The HomoVino logo intertwines the universal gender symbols to represent all varieties of couples, and has bright colors popping pridefully against black. The packaging has sassy slogans like "Better to be gay than grumpy."
Equality-Promoting Wines
The 'Homovino' Wine Encourages Equality for All Couples
Trend Themes
1. Equality-promoting Wines - Wine brands that actively promote equality for all couples can disrupt the traditional wine industry by appealing to socially conscious consumers.
2. Charitable Branding - The use of branding to support social missions, like fighting for marriage equality, presents an opportunity for companies to differentiate themselves and attract consumers who align with their values.
3. Colorful Packaging - Bright and uplifting packaging designs that effectively convey a company's mission can create a unique selling proposition and make a strong impact in the competitive wine market.
Industry Implications
1. Wine - The wine industry can embrace equality-promoting initiatives and challenge traditional norms by supporting and promoting brands that work towards marriage equality.
2. Design and Branding - Design and branding agencies can tap into the market for socially conscious companies by offering their expertise in creating impactful and colorful brand identities that reflect important social causes.
3. Non-profit and Advocacy - Non-profit organizations and advocacy groups can establish partnerships with wine brands that actively support marriage equality, creating mutual benefits through shared goals and increased awareness.