Safari Sundays Taps Into Bros Drinking Rosé

In partnership with Mangrove Estates, Safari Sundays has created the brand and design for The Drop, a new rosé wine available in can and multipack format. “We had a specific type of millennial bro that we wanted to talk to and a powerful brand name that got right to the heart of their lifestyle with its ‘think it, do it, done’ attitude,” says Strategy Director Georgia Levison. The project included strategy, voice, messaging and brand story, logo design, packaging design, website design.

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To this end, the design firm created a “work hard, play hard, live rosé” brand world, visually suggestive of a sun-drenched four day weekend. “Quality grape-age, no breakage… ” states Creative Director Adam Walko. “We wanted a tag-line that would sum up the way this brand behaves, not just as a wine but in life, embracing all the good stuff and none of the compromise, exactly what millenials expect.

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“Our logo challenges the elegance of the rosé wine category with an authenticity and impact usually reserved for beer. We chose a fresh, cool color palette … and built a collection of secondary seals and mottos such as rose gold stains, rally cries and a lobster breaking a corkscrew to create a bigger story for the crew and their fun, free lifestyle.”

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Credits at the branding and design collective include Director of Strategy Georgia Levison, Creative director Adam Walko, Senior designer Matt Smiroldo, and Account manager Clifford Horowitz. For purchase locations and additional details visit the website.