Brand Strategy Deck

This deck is designed for brand planning at the distributor level, provides information the sales team needs to pitch chain and independent retailers, and provides an outline for brand marketing execution that each tier can use to activate.

While the brand story starts the founders mission, it centers on the problem to be solved. Consumers are often unsure of what wine to bring, serve, or share when they’re not super familiar with the category. By promising a collection of ethically produced wines, trope not only creates a positive experience but alleviates a pain point for consumers.

The brand story uses verbiage like “aims” and “serves” to subtly position the brand as the guide in the story (leveraging the Story Brand method). The brand also uses words that create connection to the core target audience of readers - and spells out occasions when they’re likely to be consuming wine.

Let’s talk labels.

The label art is intentionally designed to center the varietal, not the brand. Why? Because when I’m looking at a shelf of wine, I want to make sure I’m grabbing the right one. Customers don’t want to think any more than they have to, and whether they’re not super familiar with the category, in a hurry, or just attracted to the big bold lettering, their eye is going in the direction of trope’s labels.

Additionally, it’s designed to share - it’s clear how to hold the can (we used to say “laces out” when I was directing brand photography in beer). Like the brand story, the brand becomes a guide with the consumer in the drivers seat. these labels say “I’m a Pinot Grigio kind of gal” and gives the brand a chance to come along for the ride (and encourage people to ask “ohh what’s that?” instead of “thinking “ah, that wine”).

Why Cans and Bottles?

Bear in mind, this is a concept project, so I get unlimited packaging options - right?! But there’s a strategy to having multiple packaging types.

Canned wine is growing and evolving more quickly than bottles, partially due to the fact that wine is meeting the consumer at the occasion. Whether it’s a Tuesday and you just one glass or you’re enjoying a can by the pool (with a good book, obviously), cans provide a solution. They’re lighter to ship, making them a good option for samples and for driving trial with DTC.

Bottles meet another occasion. They’re quintessential for hosting, entertaining, and creating a “vibe.” They’re also where the volume and margin is at when it comes to business growth.

“She needs to sort out her priorities.” - Ron Weasley and you, probably.

I’ve lined up the SKUs in priority order for the brand, but Pinot Grigio doesn’t have to be the first placement. Having three core SKUs gives the sales team a better shot at first placement of any SKU (when you give people a choice of three items, they’re more likely to select one than say no).

Three is the sweet-spot of pattern recognition and choice - keeping things simple for retailers, distributors, and consumers. By having three core SKUS, it also allows retailers to start with the product that closes a gap for them. Showing the limited volume SKU alongside the core creates a conversation. The idea for the limited volume SKU is to offer it to retailers that already have 2-3 core items first, not just as an incentive, but knowing that they’re going to have the best chance of quick sell-through.

Brand Positioning: Consumer Focus, written for retailers and distributors.

This brand positioning framework is specifically designed to answer questions for distributor partners and retailers. Being specific on who the brand is targeting and best fit accounts isn’t about excluding others but ensuring that Trope is top of mind for spaces where the brand plays best. It’s a chance for external team members to continue internal work. If you’re going to target a specific demographic, make sure anyone talking about your brand knows who it is (if you think it’s obvious - it’s probably not). Make people’s jobs easier. They’ll reward you for it.

Comparative vs Competitive.

I’m not sure if this falls in to “hot take” territory, but comparative sets are better than competitive ones. First, most consumers (across CPG not just alcohol) aren’t 100% loyal to a brand. Second, distributors and retailers don’t want to see “buy this not that” when one is already on shelf. By creating a comparison, you’re building a set that will grab consumers attention.