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Shannon Levin
Creative Direction: Design Management
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Chateau Ste. Michelle Rosé
packaging case study
In 2018, Chateau Ste. Michelle wanted to enter the premium Rosé category with a wine that could compete in a growing Rosé market place.
My design team accepted the challenge.
We needed to have a design that could break into the category. Our research led to some conclusions.
Consumers were substituting sparkling wine with Rosé, both as a celebratory beverage and also acceptable for bringing to gatherings.
We wanted to modernize the packaging while keeping with the existing brand touch points. It was important to create a package that could fit multiple occasions, feel fresh and modernize the classic perception of the Chateau Ste. Michelle brand.
I was involved from the beginning to final completion, including art direction, design, press checks, creation of launch materials, POS, and photography direction.
the package
A wide range of designs were presented. The final chosen design harkens to the classic feel of Chateau Ste. Michelle but features a stand out dieline, a fresh color palette and a bright pink foil for the varietal. Roses decorate the capsule and the overall feel is modern classic.
the results
The introduction of the Columbia Valley Rosé was forecasted to be 30k cases. When designs were shared with distributors and sales, the request increased to 50k cases. It was then increased again to 70k cases. The product was released and sold out in 5 months.
In the first 4 months, Chateau Ste. Michelle Rosé climbed to #10 in the domestic premium Rosé category.
In less than two years it has become one of the best selling products in the portfolio.
photos by Blackburn Studios