Kelly MacDowell
Giving the world’s #1 wine the rebrand it deserves
BRANDING
EDITORIAL DIRECTION
COPYWRITING
Most people want to put Franzia in the proverbial box. It’s cheap. It’s uncool. It’s not “real wine.” Lest anyone forget that Franzia invented the box. They were the first to bring boxed wine to the world in the 1980s, and they owned that format for decades. But they no longer corner the market. Newer, prettier brands have crowded the wine aisle, pushing Franzia and its outdated packaging down to the dusty bottom shelves.
No one seems to drink Franzia publicly—but secretly, everyone buys it. It has ranked the world’s most popular wine by volume for more than 25 years and has more than 150 international wine awards to its name. The product is there. It’s the personality that’s lacking. With this rebrand, Franzia embodies a simpler, more modern aesthetic that also hearkens back to its heyday of the ‘70s and ‘80s.
Starting with a brand new logotype anchored by a curvaceous, wineglass-shaped “N”, the minimalist look lets the product speak for itself.
Sophisticated pop colors make a statement on crowded store shelves. The packaging creates a wave effect that’s impossible to ignore and fun to browse.
The wave and the wineglass shape are echoed in the website hero (below), creating a cohesive omni-channel identity.
On social media, color “takeovers” blend into a seamless gradient of brand hues that’s aesthetically pleasing, never chaotic.
The wineglass shape reappears as a frame for imagery.
Cool, considered staging elevates the product and inspires followers to shoot and share their own Franzia moments.
It’s all topped off with a “Gather ‘Round” wine-box graphic that’s tailor-made for swag.
Kelly MacDowell
Giving the world’s #1 wine the rebrand it deserves
BRANDING
EDITORIAL DIRECTION
COPYWRITING
Most people want to put Franzia in the proverbial box. It’s cheap. It’s uncool. It’s not “real wine.” Lest anyone forget that Franzia invented the box. They were the first to bring boxed wine to the world in the 1980s, and they owned that format for decades. But they no longer corner the market. Newer, prettier brands have crowded the wine aisle, pushing Franzia and its outdated packaging down to the dusty bottom shelves.
No one seems to drink Franzia publicly—but secretly, everyone buys it. It has ranked the world’s most popular wine by volume for more than 25 years and has more than 150 international wine awards to its name. The product is there. It’s the personality that’s lacking. With this rebrand, Franzia embodies a simpler, more modern aesthetic that also hearkens back to its heyday of the ‘70s and ‘80s.
Starting with a brand new logotype anchored by a curvaceous, wineglass-shaped “N”, the minimalist look lets the product speak for itself.
Sophisticated pop colors make a statement on crowded store shelves.
The packaging creates a wave effect that’s fun to browse and impossible to ignore.
The wave and the wineglass shape are echoed in the website hero (below), creating a cohesive omni-channel identity.
On social media, color “takeovers” blend into a seamless gradient of brand hues that’s aesthetically pleasing, never chaotic.
The wineglass shape reappears as a frame for imagery. Cool, considered staging elevates the product and inspires followers to shoot and share their own Franzia moments.
It’s all topped off with a “Gather ‘Round” wine-box graphic that’s tailor-made for swag.