Peller Estates Spritzers | 2020-2021

Designers: Shikatani Lacroix Design, Toronto, Ontario, Canada
Client: Andrew Peller Limited, Grimsby, Ontario, Canada

To attract a new, younger consumer, Peller developed a line of refreshing wine spritzers. This product innovation line builds on the trend of ready-to-drink cocktails that are enormously popular to create greater conversions with both new and existing Peller consumers. The Peller Estates Spritzers needed to reflect the playful nonchalance that is at the heart of the master brand in a fresh and modern way while also standing out in a trendy category awash with both established and independent brands.

Based on our research stage, we discovered that the design trend in the category tended toward either a minimalistic approach or a bold typographic approach rather than leveraging photography or graphic visuals. There was very little use of imagery to communicate flavor cues, which we felt was an area of opportunity since taste drives consumer decision-making in the category. Our design direction leveraged this insight to create a design that reflects the flavors of Strawberry Rose Blend, Peach White Blend and Citrus White Blend. We explored photography and a range of graphic imagery within a modern style against a clean white backdrop that reflected a refreshing and clean approach.

When featured against competitive products, the Peller Estates Spritzers stand out from the competitive set in its use of color and flavor cues while still feeling modern and speaking to the refreshment consumers seek from this category. The design has a distinctly different tone compared to indie brands, while feeling fresher and more contemporary when compared to the established brands. The lightness of the white and gold hints at refreshment, while the bold color suggests bold taste.

By taking a completely different direction, Peller Wine Spritzers reflect flavor without needing many colors or realistic imagery while also leveraging the popular trend of a more minimal approach.