THAT SPECIAL SOMEZIN
Primewine’s stalwart Somezin series has dominated the list of top sellers at the Swedish monopoly Systembolaget since it launched the red BIB in 2010 — even back then with a Motherland design. Part of what’s kept it on top is Primewine’s smart, frequent design updates.
DESIGN LIFETIME VALUE
At Motherland, we are great promoters of well-timed incremental design updates, simply because we believe it is the most effective way to keep brands top-of-mind among consumers. We even have a model for it called Design Lifetime Value (DLV) which with proven parameters can calculate when it could be time for a gentle design update. In the case of Somezin, the first design came in 2010 with an update in 2011, another in 2014 to infuse more of a western feel (such was the trend at the time) and most recently in 2016 with the cleanest look yet for the series.
WHERE ONLY BOLD BRANDS GO
One sure sign that a brand has reached leadership status in the mind’s eye of the consumer is when they dare to explore a less-is-more expression. This is exactly what we felt was appropriate for the well-established and much-loved Somezin series in 2016. The time had come for a truly cool and contemporary visual. We tidied away any excess foil, framing and other detail, set the bottle against a film noir backdrop and allowed the strength of the brand, the name, the composition, to take centre stage in a way that is both understated and compelling at the same time.