Frizzy

Frizzé is a clear example of how design finds opportunities in times of crisis.

The Problem

The Argentine crisis of 2001 resulted in a profound change in the population's habits. The wine sector was no exception. Our client, Peñaflor, a group of prestigious Argentine wineries and one of the ten most important wine producers in the world, in response to the drop in sales of wine in "tetrabrick", launched Frizzé, a carbonated and sweetened wine aimed at young people. At that moment, we designed the branding and packaging, in its Classic, Red (tinto), and White (blanco) versions. Following the success in sales, we continued with an extension of the line, with a series of fruity wines called ‘New Touch’. In 2008, Peñaflor called us again to develop the “evolution” line of Frizzé. Without a budget, without changing the bottle, label, or capsule. Innovating without resources.

The Opportunity

“If we can’t change the elements of the packaging, what do we do?” was the question. On the work table, we had several projects, including a window cleaner from SC Johnson. Looking at the color of that product, Gonzalo, founder of Grupo Berro, proposed: “What if we make a blue wine?”. That’s how we designed the world’s first blue wine: without changing the bottle, materials, or label, we presented Frizzé Evolution. Innovation made color.

The Result

The product immediately caught the attention of young people: it quickly became one of the preferred alcoholic beverages of young people. The blue allowed them to assert their identity against the “adult” world, of red or white wines. Frizzé Evolution surpassed 20 million bottles sold per year.