Brand Challenge

With competition from contemporary Australian value wines mounting, Citra needed to update what consumers saw as an out-dated brand. To protect this top-selling import’s position, we sought to create excitement through modern design and materials.

Compelling Results

• Aimed at increasingly sophisticated consumers, our strategy used visual & texture cues to signal an upscale image, while color delineated varietals
• A sleek, pressure-sensitive label and a contemporary painter’s bold color swatch express stylish modernity
• Our strategy appealed to a wider consumer base, increasing Citra’s overall share