Carl

Identity Design, Packaging

Values, Luck & Carl.

What

Carl is not only a wine, but a lifestyle. Carl stands for the feeling of happiness that arises when you spend carefree time together with family or good friends, laughing, eating and celebrating life. Carl is the first wine that builds on this attitude to life and specifically addresses a target group that no wine brand in the retail trade has ever targeted before.

How

The idea behind Carl is actually quite simple. Carl is a good guy. Down-to-earth, honest and always good for that special moment. Carl loves Aunt Emma, roulades like grandmother used to make, legendary kitchen parties in large groups and relaxed summer evenings on the terrace. He is a welcome guest and has become a really good friend for many. That's why Carl is always there. Because everyone simply likes him. Home, values, simplicity, happiness. These are the ingredients for a new wine concept that appeals to a young, pleasure-oriented target group. Selected wines from German growing regions in 5 cuvée compositions that are simply fun to drink. Aimed at the taste and wishes of the target group. Carl is a wine with opinion. Carl shows this with a striking design and with outstanding impulse power at the point of sale.

Skills

Brand strategy, brand development, naming, brand design, packaging design, production management