dindori
brand identity, packaging
A packaging Identity that crosses cultures, geographies and age groups with ease, positioning Dindori as an International quality product with Indian roots.
Consumer research that the team undertook indicated that there was no clear psychographic segmentation for the target consumer. However they were identified as being wine literate, urbane and looking for a high quality Indian wine that could be paired with Indian food.
From our point of view the brand needed to have a distinctive voice. It needed to draw on its Indian parentage yet crossover into the International world of fine wines and food – appealing to sensibilities across cultures.
Visually rich and strong, reflecting the quality benchmarks of the wine, our final designs drew inspiration from diverse sources - Austrian artist Gustav Klimt, Kashmiri Jamawar shawls and Goan sarongs.
The packaging was extremely well received, both by the trade and the consumer. Institutional sales rocketed, and Dindori Reserve becoming the gifting wine of choice. This design was then extended to Sula's Dindori Reserve Viognier, a fruity white wine, and later a Chardonnay.
Drawing inspiration from diverse sources like the jamavar shawl and Austrian artist Gustav Klimts work, we were conscious of delivering an Indian experience that would resonate with a 20 something in the uk, or a 40 something in Bengaluru, with equal success.
The essence of our story is the paisley, a motif that embodies the cross cultural heritage of India, and a form that lends beautifully to the rounded flavours of the wine. The packaging was a resounding success and Dindori is now Sula’s largest selling wine across geographies.
