The 'Backpack Wine Co.' has aimed to create a youthful brand identity associated with the wine cans it offers.
Most consumers are aware of the fact that wines are usually offered in glass bottles, making the fact that Backpack Wine Co. offers them in cans a novelty that people are likely to be attracted to. The wine cans are offered in a 'Cheeky Rose' and 'Snappy White' and are perfectly designed for occasions like outdoor events and parties. The cans have black backdrops and feature a variety of patterns that, coupled with the photos of young models enjoying them, creates an overall brand identity that focuses on youthful, carefree lifestyles.
These wine cans are able to perfectly execute the brand's goal of appealing to the Millennial demographic.