Description:

The Zoncello Spritz project was initiated to diversify Zonzo Estate’s product offerings, enhance brand awareness, and position the winery as a leader in wine industry innovation. Leveraging customer feedback and market trends, Zonzo Estate aimed to connect with new consumer segments through compelling storytelling and unique, memorable branding, meeting the demand for an innovative, refreshing, ready-to-drink beverage. The design strategy was inspired by the carefree vibe of the Italian Riviera, evoking nostalgia for European summers with vibrant block colours and a bold, uncomplicated design. The goal was to create a fun product to share, promising a delicious drinking experience devoted to celebration.

The design of Zoncello Limoncello Spritz combines playfulness, nostalgia, and confident use of colour to create a uniquely identifiable, iconic product. The playful logotype with lemon-peel-shaped letterforms, vibrant colour blocking, and minimalistic elements capture the brand’s energetic and carefree nature. Inspired by the Amalfi coast, bright yellow is complemented by sun-tarnished blues and a striped graphic, evoking warm familiarity. A subtle gloss screen hints at the drink’s effervescent nature, while a traditional muselet and corked closure emphasise its celebratory aspect. The extensive brand touchpoints, from stackable cartons to playful posters, make Zoncello Spritz as fun to use as it is to drink.

The product’s initial success in 13 Dan Murphy’s stores quickly led to nationwide distribution, with Zoncello Spritz becoming the top-selling wine product in Australia in 2023. Driven by enthusiastic customer word-of-mouth and no traditional advertising, it’s on track to sell 1 million bottles in its first year, making it “...the most successful wine product release in a generation”. (Wine Business Magazine, June 2024)