Background
LEONA is a contemporary wine brand having gained popularity with Leona Blush amongst young adults. CBA is asked to develop a boosting and engaging packaging design for the innovation from Cumartesi brand, RTD and support with brand universe and applications that will appeal to millennials and make them prefer the product against beer.
True vision
CBA leveraged NEON concept to convey the product message “Let’s have fun together”, to make consumers get inspired with Cumartesi innovation and live true unforgettable out-of-the box fun moments.
Creative expression
Since Cumartesi RTD is an expression of the spontaneous and fun side of life, a “shining” design has been worked on in line with the product’s unique value proposition. Cumartesi Ice will be the enlightener of the night with a trendy and attractive bottle with a neon effect color. Different messages, all including “ICE” in a creative way will start the engagement.
