Frizzé

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 habits of the population. The wine sector was no exception. Our client, Peñaflor, a group of prestigious Argentine wineries and one of the ten largest wine producers in the world, in response to the drop in sales of wine in "tetra pack," launched Frizzé, a carbonated and sweetened wine aimed at a young audience. At that time, we designed the branding and packaging in its Classic, Red, and White versions. Due to the success in sales, we continued with a line extension, with a series of fruity wines called 'New Touch.' In 2008, Peñaflor called on us again to develop the "evolution" line of Frizzé. Without a budget, without changing the bottle, label, or capsule. Innovate without resources. THE OPPORTUNITY "If we can't change the elements of the packaging, what do we do?" was the question. At the worktable, 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?" Thus, we designed the world's first blue wine: without altering 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 among youth. The blue allowed them to assert their identity against the "adult" world of red or white wines. Frizzé Evolution exceeded 20 million bottles sold per year.