The Underground Project consists of a new lineup of online wines from Hungerford Hill that will be exclusively sold through eCommerce markets to help appeal to younger consumers.
Millennials are no stranger to online shopping, with a growing percentage of the goods they purchase being bought through eCommerce sites. As such, The Underground Project appeals with interesting branding that focuses on looking like a redacted document on the label. This helps to increase the artistic and visual appeal of the online wines for consumers who are appreciative of clever design elements.
The Underground Project is explained by Co Partnership, the creative agency behind the packaging design, when they said, "“The design was inspired by redacted documents, leaked experiments and secrets from the winemakers bunker. The idea meant we could change out shape, bottle size and copywriting easily across wine varieties -- all with their own ‘secret’ story -- but still have them look part of a set. This visual style was also to our advantage for online sales, where it needed to distinguish itself within a crowded market, with our bold stripes standing out amongst the crowd.”