RUN TO THE HILL
Chapel Hill is an origin-neutral brand selling large volumes worldwide. The Riesling Sauvignon Blanc bag-in-box is particularly popular in Sweden and Norway. However, a dip in those all-important sales called for a design make-over to reignite belief and have consumers running to the hill.
OUT WITH THE OLD, IN WITH THE NEW
With a brief to ”make colours fresher and have them harmonize more with the taste of the wine”, Motherland set in motion that most delicate of operations: giving a well-established brand a major rejuvenation while somehow maintaining its recognizability among the many loyal consumers. With regard to the logo, for example, the advice was to approach with caution — but approach it we did.
We scaled back the heavy navy blue platform which served as a bulky background and set the word mark free, instantly inviting the brand profile into the 21st century and affording the design an air of breeziness.
Next, we toned down the naive illustration and again, brought in a more contemporary feel. Using the whole BIB surface more freely, we introduced a watercolour effect which allowed for the use of brighter, more modern and more appealing colours, creating a strong, ultra-recognizable look. The overall impression now moved on from a rather staid and outdated design to one that is a real attention-grabber, lifting the Chapel Hill brand to new heights and hopefully attracting new consumers along the way. A take-down of the design to include the Chardonnay BIB quickly followed, as did its roll-out onto the ever-popular Riesling Sauvignon Blanc bottle.