IMBZZL
In 2022 B.C. winery Laughing Stock Vineyards looked to add a new sub-brand to its award-winning portfolio of VQA wines targeted at a younger consumer, at an accessible price point. For launch, I developed the sub-brand’s guiding narrative and name, and led the creative team working on brand identity and packaging which needed to be conceptually related to the master brand and appeal to a novice social-drinking consumer overwhelmed by the number of wine choices at retail. Inspired by the financial-market-wine-themed aesthetic of Laughing Stock—a nod to the founders’ origin story—the new sub-brand was positioned as “The Secret Steal.” Landing on the name IMBZZL—a play on the imaginary stock symbol for “imbibe + embezzle”—our team also developed names for three varietals in the lineup: Fast One (red), Double Cross (white), Ruse (rosé), and designed a visual system of ciphers and codes related to each varietal disguised as a symbolic ticker on the label and other branded materials to intrigue consumers. Through creative storytelling, attention to detail, and bold packaging IMBZZL branding is designed to spark conversation and connection at any social gathering.
In 2022 B.C. winery Laughing Stock Vineyards looked to add a new sub-brand to its award-winning portfolio of VQA wines targeted at a younger consumer, at an accessible price point. For launch I developed the sub-brand’s guiding narrative and name, and led the creative team working on brand identity and packaging which needed to be conceptually related to the master brand and appeal to a novice social-drinking consumer overwhelmed by the number of wine choices at retail. Inspired by the financial-market-wine-themed aesthetic of Laughing Stock—a nod to the founders’ origin story—the new sub-brand was positioned as “The Secret Steal.” Landing on the name IMBZZL—a play on the imaginary stock symbol for “imbibe + embezzle”—our team also developed names for three varietals in the lineup: Fast One (red), Double Cross (white), Ruse (rosé), and designed a visual system of ciphers and codes related to each varietal disguised as a symbolic ticker on the label and other branded materials to intrigue consumers. Through creative storytelling, attention to detail, and bold packaging IMBZZL branding is designed to spark conversation and connection at any social gathering.
