Chateau Ste. Michelle engaged CF Napa to redesign their existing Red Diamond packaging with the goal to reinvigorate the brand’s hip positioning and increase market share. Knowing that some equity elements of the past package resonated with core consumers, the new design had to maintain pull with those consumers while expanding its appeal to a broader base.
The process with the Ste. Michelle team began by reviewing the marketplace competitive set as well as analyzing their extensive research conducted to leverage consumer insights toward the current packaging and their purchasing behaviors within the market space. The target was strongly focused on male consumers who might otherwise typically purchase beer within the alcohol category. Armed with that knowledge, refinements were made to optimize the edgy-feel by reimagining the brand’s word mark and red diamond icon to be bolder and more contemporary. The label design was redesigned to incorporate a new reimagined black on black pattern for the background resulting in the overall package that was bold, masculine, sexy and far more disruptive.
Although only a few varietals have been released into the market, early indicators show a resoundingly positive response. Consumers and trade alike appreciate the familiar tie to the previous package but welcome the more current and bold look. A strategic launch of the entire portfolio is eagerly anticipated to continue the momentum pointing towards exponential growth.