Country
中国(China)
Official website
无
Company Introduction
wimo (short for "Wine Moment"), founded in 2021, is an alcoholic beverage company focused on wine. It is our vision and mission is to make wine simple and fun in all of its shape and/or format and more approachable to everyone in China. We have applied the business model of "fast moving consumer products" company in an attempt to breakthrough the stereotypical approach in the Chinese wine industry. Entering the market with a 8-9%vol canned wine, we are building a wine-based portfolio from 3-15%vol to meet different consumer needs. We are focused on "on-trade" channels which is in-line with our targeted "food-pairing" occasions where alcoholic consumption is high and immediate. We are here to demonstrate that wine could be fun, easy to drink and easy to understand for everyone, everyday.
Images
Brand Name
wimo
Designer Name
nudgebydesign
Position of Designer
Design Consulting Studio
Target Group
20-30-year old Gen Z who enjoys life, loves to social and looking for better alcoholic beverage option other than beer
Major sales
电商 E-commerce; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel
Positioning
大货 Mass Production
Design Story
Our design concept is derived from our understanding of the brand mission and its personality. Based on the brand’s anchor on making wine simple, fun and approachable, our design also sought to echo that in delivering a brand personality that embodies “honesty, freedom, emotion and happiness”. In designing the brand logo, we hope that our audience can establish an immediate association of the logo with alcoholic beverage. Therefore, we chose to dissect the letter “o” in different sections to mimic a “ripple” effect such that to create a visual illusion of a “tipsy” atmosphere. In addition, all the letters were carefully crafted through the golden ratio section to build the aesthetic foundation. We based our design on the classic Helvetica font so that our modification of the letters won’t impair their overall readability and matches the brand’s overall message to be simple and fun, as well as making the product’s category, wine, that is stereotypically classy, now more approachable.
Highlights
Considering that the product’s major sales channels are hyper/supermarkets and restaurants, we dissect the can’s body into two sections. The upper section with a larger canvas for brand display to emphasize the brand’s logo and visual impacts that would immediately grab the consumer’s attention when seeing the products on the shelf/in the fridge such that would increase the consumer’s visual attention on the products. The bottom section is used to display the product information with black on white so that the information is crystal clear for easy reading even from afar. The WiMo Sparking Wine Product line consists of red, rosé, and white sparkling wine. We drew our inspiration from the color of the wine and used curvature to create multiple “tipsy” waves as the design’s “emotional background”. Finally, we garnished the canvas with silver stars that represent the sparks and bubbles to further illustrate the brand’s personality to be fun and free.
Market Performance
WiMo Sparking Wine series was released in August 2020 and has since realized more than 50% compound monthly growth. We broke CNY1million in monthly sales and the products were available in more than 500 restaurants within three months of product launch. WiMo Winetail series is now available in all of Freshippo's stores countrywide. We are targeting sales of over CNY100million in 2022.
Material
其他
Craft
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