Robert Mondavi Private Selection

October 29, 2018

When the Label IS the Package!

Background

  • Constellation Brands’ Robert Mondavi Private Selection line was losing market share and redesigned the label, hoping a more “modern classic” brand message would re-engage customers.
  • PRS IN VIVO conducted an On-Shelf Evaluation to validate design options in their final stages.

Insights

  • The new design was easy to find on shelf and communicated attributes such as “modern” and high quality.
  • PRS IN VIVO’s recommendations helped to shape and direct the course of the final packaging label design.

Outcome

  • The new design was awarded the Nielsen Design Impact Award in 2018
  • Robert Mondavi Private Selection saw the redesign lead to a 14% sales lift!