Youthful Appeal
A clean and simple label design helps increase sales and shelf impact for an established Chinese wine.
“Although ranked number one in annual sales volume, overall market share, and export volume for many consecutive years, COFCO Great Wall Wine set out in January 2009 on a strategic label redesign that would help elevate the Great Wall brand to an even higher level of emotional connection with consumers,” said Qin Ping, branding manager for COFCO Great Wall. “The company hoped to redefine the brand image in an effort to further expand its market share and positioning as the leading brand among its key competitors.
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