Krone

Product Concept & Launch

To create and launch a new line of wine within the Krone Méthode Cap Classique sparkling wine family.
Scope
Trend Forecasting
Creative Design Direction
Storytelling
Product Launch
Role
Design Lead / Creative Strategist
Story
Three-centuries old South African winery of Twee Jonge Gezellen wanted to expand their vintage-only family of Krone sparkling wines by another line of product. Simultaneously, they asked for a stronger differentiation between two brands: Krone and TJ. Looking for brand revival and new approach to celebration, I decided to anchor the brand/product design project in long-term trend forecasting. After conducting a deep brand research and testing several concepts, I propose a direction aligned with the winery’s heritage and the brand goals. Close contact and continuous exchange with the client along the whole process proved to be key in assuring long life-expectancy of the final concept.
The Brief
The field trip to Krone’s location was crucial for understanding the brand’s legacy as well as my point of departure. I defined the scope of the project, analysing what could be done with given needs, resources, budget.
trend book
First big milestone of the project was delivering a trend book. A deep research into visual trends and consumer behaviours led me to outlining the creative direction for Krone to follow later on. Under the theme of Human Time, it covered sustainable trend forecasts in the areas of hospitality design, consumption, food design and packaging.
character definition
Based on the concept of circular time, with focus on the relationship between its continuity and passing, we turned to the realm of celestial bodies. And so Borealis Vintage came to life - a star constellation and a mythical crown (hence linking to the Krone’s brand name).
krone dinner parties
Identified future trends, with a collection of moodboards, served as a starting point for designing Krone’s curated events. The new wine of Krone was celebrated among artefacts symbolising traces of time (e.g. foraged menu), marking the wine’s scientific roots and its timeless nature.
outcome
Conducting research in multiple fields: hospitality, consumption and product design, built strong foundations for many future projects of Krone. I was engaged in the first one - concepting the new product line. The defined product character set a basis for packaging and set design, content marketing as well as promotion events for Krone Borealis. It also initiated a new way of working within the company, rooting customer propositions in meaningful concepts and storytelling.
© 2018 Kasia Łuczak
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