Citrus Groves
A visual design project.
The Brand
Citrus Groves is a small family-owned winery that specializes in the production of wine made from citrus fruit. The ideal target audience are people that have a general interest in wine and are enthusiastic about trying new or unusual flavors. Based on research, most wine drinkers have basic/mid knowledge about wine, with some having very specific preferences and tastes. However, everyone is more or less open to trying unusual flavors and supporting a smaller brand as long as the product is expertly crafted. The tone of the brand is sophisticated, simple, and traditional, but seen through a more modern lens with an artistic twist.
Not many wineries or wine brands make citrus wine, it’s usually grape and sometimes other fruit as well. But, based on observation, citrus wine is pretty rare to come by. Unlike most wineries, Citrus Groves focuses on one thing, with more time and resources spent on excelling in the production of this specific/niche set of wines.
Problem
Citrus wine is a rare thing to come by. It’s not easy to find in a store, and an online search reveals a mere few wineries that produce it. Therefore, it’s not as sought after as other more well known wines, simply because most people don’t know that it exists.
Solution
Citrus Groves, with its specialization in the production of citrus wine, is a winery that is looking to break into the market and gain more exposure by elevating their brand tone to be more modern and fun (without forgetting its origins and traditions) and, thus, appealing to the average but adventurous wine drinker.
Product packaging for the Citrus Groves winery, an original brand name and concept. The illustrations can be viewed here.