India’s consumers have a new appreciation for global product categories. This creates a fresh challenge for the makers of products in these categories of educating consumers on the nuances of their products. The surge in Indian viticulture with its bold and surprisingly exceptional products on the market shelves have created just such a category. United Spirits took up the challenge of offering first-generation consumers red and white wines to appreciate.

Creating the Brand

ICARUS created the brand to reflect Latin warmth and passion with a contemporary resonance, and to be easy on the Indian tongue.

The Brand Identity was developed to excite the sense of playfulness and experimentation in the Consumer. Together with its electric graphic it encapsulates the promised sensory experience of the product.

A metalized substrate was chosen to dramatize the product at the consumers first point of interface.
The changing hues on the metalized surface also sets up the expectation of the myriad experiences
that the consumer can look forward to.

The Product has two variants, clearly signaled by the color set of the entire package. The white wine is represented in this family by a green theme and the red wine by a burgundy theme, for ease of
identification at the point of sale.