In Good Taste

The key insight we uncovered is that many consumers find meaning in discovering new things, including wine. However, the wine industry can be intentionally confusing, snobby, and expensive. With IGT’s single bottle format, the brand was uniquely positioned to encourage consumers to try new wines with less risk and expense. As such, we developed a brand identity around the ideas of discovery and seeking meaning in consumers' every day lives. 

We packaged In Good Taste wines in 375 ML glass bottles, which unlike many canned wine options available on the market, maintains a level of elegance and connection to full bottles of wine.

In addition, we developed a system of new brands and packaging labels based on flavor profile and taste. Building off of their name 'In Good Taste,' this system allowed us to, for example, group wines that are fruit-forward together, creating a convenient and unique way for customers to discover wines.

We developed unique custom labels for each brand built off of their evocative names. This helped each wine brand to stand alone as unique, memorable, and exceptional.
 

In Good Taste’s verbal identity built off of the romance of wine, the joy of discovery, and the connection and meaning that we can create when sharing wine with loved ones. Our copy aimed to push people to get outside of their comfort zone, to try new things, and to celebrate discovery. Key messaging invites customers to “Discover the world, By The Glass” as they “Turn their living room, into a tasting room.”

We fully conceptualized, produced photography assets, drafted copy, and designed and developed In Good Taste’s best-in-class e-commerce platform, which has helped the company earn $600,000+ in monthly sales after its launch. 

In Good Taste’s site includes a platform for virtual wine tastings with sommeliers, delightful animations, and unique sections for each IGT wine brand. Launching in 2021, we also designed a full platform for Customized Wine labels, in which customers can create their own brand of wine to gift their friends and colleagues.

We collaborated with Audrey Ma on an ambitious set of photoshoots designed to capture the unique ethos of each In Good Taste brand.  Each wine received unique styling and photography treatments that created a full, distinct visual world.  This imagery helped set IGT apart from other online wineries by creating an elevated, irresistibly stylish look and feel.