CONSTELLATION WINE & SPIRITS
SIMI WINERY
IDENTITY, PACKAGING
THE SITUATION
Constellation Brands, the world’s 2nd largest wine producer, was investing heavily in its SIMI brand to capitalize on its remarkable wines and 140-year heritage, and to premiumize its presence and price point.
THE SOLUTION
A distinctively elevated and contemporary new identity and packaging system design for SIMI’s popular Ultra-Premium County Tier and its Reserve tier. The new design brings forward SIMI’s distinctive heritage story using a thoroughly modern expression.
THE EXECUTION
Off-center architecture and generous negative space combine to deliver an elevated and modern sensibility. Classic typography and an understated, elegant brandmark locked up with the brand’s established date bring timelessness to SIMI’s heritage. The tiers are distinguished from one another through color, paper stock and print techniques.
THE RESULTS
Confirming the new look delivers on strategy, consumers gave high scores for the new look being “worth paying more for.” Following the successful redesign of the portfolio, we were engaged to create SIMI’s extension to a lower calorie, lower alcohol brand – SIMI Brightful.
IMAGES © TRINITY BRAND GROUP