Distinctive, pretty, on-trend, and with a well-crafted message. That’s Colab and Bloom. This is a brand and label with potentially broad appeal. When you ask many marketers to define their target customer, the answer is often “Everyone.” That lack of focus is to their detriment. Few markets offer as many choices as wine does. Successful brand strategies target a well-defined consumer.
Who does Colab and Bloom appeal to? Their are elements of this package and story that transcend demographics. Let’s break it down.
Colab – a hip abbreviation of collaboration of course. The founders define themselves as, “a collaboration of like-minded friends”. Is this a winery or a tech startup? There’s definitely a casual vibe in this messaging that will appeal to younger consumers. “From seed to bloom, we bottle our dreams for you.” Organic and optimistic. Vegan-friendly too. Add their approachable wine description and you’re achieving a lot of positive sentiment.
The front label is a study in contrast. Start with an overhead shot of a spectacular floral bouquet but print it in black. If it’s too flowery, you might lose male interest. Set the brand name in letter-spaced, bold condensed sans serif type. Allow some of the bouquet elements to peek through the type. Very trendy. Colour? This soft lavender is both current and something a grandmother would love.
Young and old. Male and female. There is something offered by this brand to attract…everyone. Who wouldn’t like it? Well, wine snobs. They don’t care about the branding and design stuff. It’s all about the wine. So what about that? Though not emphasized, this is McLaren Vale Shiraz, and one of the most enjoyable I’ve tasted. Very soft and smooth with dark berry and chocolate flavours. Excellent value too. Some pretty tough critics have given this wine substantial praise.
Is there anything Colab and Bloom lacks? Yes. Pop. It doesn’t jump off the shelf. It also doesn’t need to. It is distinctive, pretty, on-trend, and with a well-crafted message. What more does it need?
