MAMichelle Adelson

Transformation story · Wine · Consumer experience

Turning wine education into a multisensory experience

ClientOnAbout Australia
RoleBrand, product-package, launch, and investor communications
FocusProduct concept · Launch
OAOnAbout AustraliaStrategy · Transformation · Growth

Executive summary

01 · Challenge

An initial wine-kit idea needed a stronger marketable concept and a cohesive brand experience.

02 · Opportunity

Create a playful, educational “party pack” for a predominantly female Gen X audience interested in learning about wine.

03 · Outcome

The product received endorsements, pre-order requests, and distribution commitments.

Strategic insight

Wine education could become more accessible when it engaged the senses and felt social rather than instructional.

The strategy

01

Analyze the market

02

Define the audience experience

03

Create a cohesive party-pack concept

04

Develop every kit element

05

Support retail and distribution

From strategy to market

One idea.
Every touchpoint.

Selected examples show how the strategic idea moved into market across the most relevant touchpoints.

OnAbout Australia wine-tasting kit and brand identity
A new identity and multisensory kit turned education into an experience.
OnAbout Australia launch, trade-show, and campaign materials
Launch communications supported retail and distribution conversations.
IdentityProduct packageScratch-and-sniff cardsCoaster bookWebsiteTrade materials

Business impact

Pre-orders

requested

Distribution

commitments

Davey

Award winner

What this demonstrates

Building a new consumer experience from concept through sourcing, packaging, marketing, and channel support.

Next transformation story

Genexa

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