CONSUMER PRODUCTS : SULA
Background
Dindori Reserve was launched in 2007. A fragrant, full-bodied wine, it was Sula’s first offering in the premium range. The wine market at the time was divided into affordable but inferior quality local wines and ‘out-priced’ imports. Dindori Reserve’s aim was to bridge the gap by providing a high quality wine that was within reach.
rgd was briefed to design its packaging, and asked to create a label that was distinctly different to the traditional designs of old world wines. The company was clear that Dindori Reserve needed its own brand voice that would resonate with a new India, and could in time take on the world.
Action
Consumer research indicated that while there was no clear psychographic segmentation, the target consumer was wine literate, urbane and looking for an Indian wine that understood the Indian palette.
Our design solutions needed to be visually rich and strong, Indian in sensibility yet global in appeal, and refined. Reflective of the quality benchmarks of the wine and brand. Textured with deep rich colours, in many subtle hues, our artwork drew inspiration from diverse sources - Austrian artist Gustav Klimt, Kashmiri Jamawar shawls and Goan sarongs!
Impact
The packaging was extremely well received, both by the trade and the consumer. Institutional sales rocketed. This design was then adapted to Sula's Dindori Reserve Viognier, a fruity white wine.
The success of this exercise led to an ongoing partnership, and rgd was handed the contract to design the packaging for its new launches, products for the connoisseur and the entry level wine drinker.
Rasa and Dindori Reserve are showcases for the Company and regularly feature as frontline products in their portfolio. Mosaic was created for the entry-level drinker. Sula’s Rasa, Viognier and Dindori Reserve are voted amongst the best Indian wines in their respective categories. Sula is today the biggest wine brand in India with over 70% market share, and exports their wines to 20 countries covering all the continents.