Raventós Codorníu, the global and historic producer of fine wines, engaged Affinity Creative Group to devise and develop an eyebrow-raising and distinctively differentiating name and package design for their latest California grown wine label.
The Raventós Codorníu California leadership team wanted modern positioning and an attention-grabbing essence for this new-to-world brand. Given Millennials’ and Gen Z’s penchant for honoring the environment, this focus on the importance of soil in winemaking along with a fun, memorable, and cheeky brand name forms the perfect expression for this new wine.
The Affinity team developed the brand positioning, name, and essence simultaneously in a series of collaborative client work sessions. After numerous rounds, Affinity generated “Dirty Minded,” which was boldly embraced by the client for not only underscoring the concept but also serving as an edgy and clever double entendre.
The name is accompanied by a striking and distinct design, with bold abstract shapes that form an alluring silhouette. Affinity’s use of vibrant colors not only cues varietal selection but also subtly relates to the brand owners’ Barcelona heritage. It also delivers a strong shelf impact with a distinctive brand presence. The design is unapologetically contemporary, supporting a classic black brandmark with gold drop shadow, silkscreened and embossed.
Mike Jackson, President, North America at Raventós Codorníu, remarked on the outcome, “We couldn’t be more pleased with the result from the Affinity team. They really listened and delivered the perfect balance between classic and edgy with maximum shelf presence.”
