Identity Design, Packaging

Values, Luck & Carl.


In times of social distancing, needs have changed. The consumer is looking for familiarity, roots, home, proximity, authenticity and honesty. 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.


The idea behind Carl is actually quite simple. Carl is a good guy. Clear, down-to-earth, honest and always good for that special moment. Carl loves Aunt Emma, roulades like grandma used to make 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. Tailored to 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.


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