7-Eleven looked to Brandimage to enhance their customers' experience within the wine category, through a redesign of their opening price point wine brand — Yosemite Road. The goal of the redesign was to strengthen the relationship with current consumers, as well as garner the attention of a new generation of consumers (millennials).
Brandimage completed an extensive category audit and analysis of other wine brands to discern and understand the space where Yosemite Road would live. We learned that millennials often buy wine based on label design alone, inspiring us to explore designs that were bold, iconic and popped on shelf.
We created a bold, distinctive label design with an iconic bear graphic to emphasize the location of the California vineyard and reinforce quality. By simplifying the label and modernizing the look, we were able to gain new customers and bring in a younger demographic who purchase wine based on label looks and prices.