Lyme Bay Winery
Project: Rebranding and Modernizing Mead for the Younger Generation
Company Overview:
Lyme Bay Winery is an award-winning producer known for its wide range of wines, meads, ciders, and fruit liqueurs. Founded on a deep respect for traditional craft methods, the winery is famous for its artisanal approach to winemaking. With a history of producing mead, a drink with ancient origins, the company sought to modernize this historic product to appeal to contemporary consumers while maintaining its heritage.
Business Challenge:
The primary task was to rebrand mead, positioning it as a relevant and desirable product in today’s market. The challenge was to attract a younger demographic without alienating the brand’s established customer base.
Key Contributions:
As part of this challenge, I led the branding and product design for HNY, a sister brand created to make mead more accessible and exciting to younger audiences. This included designing canned packaging for a modern, on-the-go experience and developing luxury packaging for a premium market segment.
Approach:
Market Research: The team analyzed market trends, consumer behavior, and competitors to understand how to best position the product for younger audiences while staying true to its roots.
Branding Strategy: My role was to conceptualize HNY, a fresh, bold brand that could redefine mead for younger consumers. The goal was to balance tradition with a contemporary edge, making the product both approachable and aspirational.
Product & Packaging Design: We created sleek, visually appealing canned packaging for HNY, targeting convenience and trendiness, and designed luxurious glass bottles for the premium line, focusing on high-end appeal.
Marketing Strategy: We explored innovative marketing strategies, such as digital campaigns, influencer partnerships, and experiential events, to raise awareness and drive engagement.
Results:
Our rebranding efforts offered Lyme Bay Winery a new way to position its historic product, making mead both relevant and aspirational for modern consumers.
