Little Black Dress Wines Redesign

With lifestyle wine brands steadily increasing their share of category dollars over the last two years, Little Black Dress Wines introduces a packaging redesign. The new packaging features abbreviated initials of the brand’s name to appeal more to millennials; unique dress icons to bring the brand name to life and strengthen recall; and an embossed label to connote a premium feel, the company explained. The bottles maintain a fresh, crisp look for white and rose wines, and a bold, sophisticated look for reds, while maintaining an elegant femininity and less-kitschy look to appeal to a larger range of women. Additionally, the brand’s Divalicious Red has been simplified to “Diva.” This variety will be offered in burgundy bottles to differentiate itself from the myriad other red blends and convey a subtle femininity in a “masculine” category.