# Caricatured Beverage Branding 'Moi, Je M'en Fou' Wine Has Casual Character for Young Consumers By Amelia Roblin | Published 2014-03-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/moi-je-men-fou-wine-packaging References: [thedieline](http://www.thedieline.com/blog/2014/3/7/moi-je-m-en-fous-wine-series-for-domaine-messenicolas) & [thebrandhouse.gr](http://www.thebrandhouse.gr/main/) With 'Moi, Je M'en Fou' Wine packaging, you certainly don't get the impression that this drink is intended for wealthy and terribly sophisticated individuals; the purpose of this informal and even playful branding strategy was to appeal to a consumer base of younger vino lovers. The BrandHouse's design assistance was enlisted by G. Karamtiros of the [Domaine Messenicolas](https://www.trendhunter.com/trends/provocative-can-design) winery. The studio was to come up with a fresh and [youthful image for the bottles](https://www.trendhunter.com/trends/chloe-wine-collection) that hold light varieties of the grape-derived drinks. [Caricature-like cartoons](https://www.trendhunter.com/trends/1664-x-andre-saraiva) were created to give 'Moi, Je M'en Fou' Wine packaging a face and personality. The quirky characters enjoying the libation are an earringed man, a guy with an poofy coif and a dolled-up girl with a flower in her hair. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 38% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Informal Branding:** Opportunity to appeal to younger consumers by using informal and playful brand strategies. - **Youthful Image:** Creating fresh and youthful images on product packaging to attract a younger consumer base. - **Character-based Packaging:** Using caricature-like cartoons to give packaging a face and personality, making it more relatable and engaging. ### Industries Being Reshaped - **Wine and Spirits:** Opportunity for wine and spirits industry to target younger consumers through informal and youthful branding. - **Design and Packaging:** Opportunity for design and packaging industry to create fresh and engaging branding strategies for consumer products. - **Marketing and Advertising:** Opportunity for marketing and advertising industry to develop character-based campaigns that resonate with younger consumers. ## Related on Trend Hunter - [Personality-Packed Wines](https://www.trendhunter.com/trends/mullet.md) - [Provocative Can Designs](https://www.trendhunter.com/trends/provocative-can-design.md) - [Artfully Designed Boxed Wines](https://www.trendhunter.com/trends/ami-ami-1.md) - [Personalized Non-Alcoholic Beverages](https://www.trendhunter.com/trends/le-fizz-by-ghia.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Quirky Natural Wine Bottles](https://www.trendhunter.com/trends/thorn-burrow-wines.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Refreshed Non-Alc Brand Identities](https://www.trendhunter.com/trends/mockly.md)