Franzia
Most people want to put Franzia in the proverbial box. It’s cheap. It’s uncool. It’s not “real wine.” Lest anyone forget that Franzia invented the box. They were the first to bring boxed wine to the world in the 1980s, and they owned that format for decades. But they no longer corner the market. Newer, prettier brands have crowded the wine aisle, pushing Franzia and its outdated packaging down to the dusty bottom shelves.
No one seems to drink Franzia publicly—but the fact of the matter is, everyone does. It has ranked the world’s most popular wine by volume for more than 25 years, and has more than 150 international wine awards to its name. The product is there. It’s the personality that’s lacking. With this rebrand, Franzia will embody a simpler, more modern aesthetic that also hearkens back to its heyday of the ‘70s and ‘80s.
Starting with a brand new logotype anchored by a curvaceous, wineglass-shaped “N”, the minimalist look lets the product speak for itself. That shape is carried through as a frame for playful photography—images that encourage followers to post their own Franzia moments—while the sophisticated pop colors make a statement on crowded grocery store shelves. Topped off with a secondary “Gather ‘Round” wine box graphic that’s tailor-made for swag, this rebrand lets Franzia take its rightful place back in the spotlight.
“The product is there. It’s the personality that’s lacking.”
