Ramona is a sparkling organic wine blended with grapefruit juice. The product is light & refreshing, but also versatile and gourmand. Our task was to develop a brand positioning and tone of voice that communicated this at launch.
We conducted a series of cocktail party focus groups with target consumers, and found that there was an important balance to strike between the edgy and fun identity of the brand, and premium nature of the product itself.
In order to solidify the brand's premium position at launch, we crafted a tone of voice that is vibrant and accessible without coming off angsty or aggressive. And then brought that voice to life along with a design refresh on their site.