Great Big Friggin’ Red
Brand Development
Jost Vineyards had the opportunity to release a limited run wine that, originally, would be available during the summer season through the NSLC. The intention was to create a wine that would fully leverage the season and celebrate a strong sense of place. This was to be a proud Nova Scotian wine. Released during Canada 150, a nod to the event was considered important.
We started creating a name as a way to convey a sense of place. Rather than rely on the usual visual cliches we opted to “speak” about who and where we are with Great Big Friggin’ Red. It’s all about an unpretentious confidence which reflects both the wine and the industry as a whole.
The visual language references classic signs and labels from an era of hand-made craftmanship, rough hewn and honest and strong. These are qualities we wanted to impart to a wine that was unusually bold for an Atlantic red.
Marketing
With product placement and marketing support from the NSLC we complemented their efforts with a full marketing campaign including print and outdoor advertising, collateral, in-store materials and an online and social media campaign. The success of the limited run launch led to GBFR being a standard listed product which lead to extending our campaign into the winter.
design & packaging
To emphasize the brand attributes in the packaging we chose a striking red cap. The confidence in emphasizing the red in a Nova Scotia red paramount. The bottle is a heavy forte style bottle with an old-school branded cork rather than twist off closure. The colour palette is restrained to emphasize the typography as the name is the driver of the visual identity. Gold foil is applied strategically to impart a premium feel.
GBFR has become the number one selling Nova Scotia red wine only a year after its initial release.