Picture a journey through Argentina’s vineyards and Chile’s sun-soaked valleys, sipping exquisite wines along the way. Join us for a taste and let us share the adventure.
背景介绍
Plaga, a Bali-based wine brand, offers premium, affordable wines crafted from imported grapes sourced globally. Competing in a market focused on local grapes, Plaga partnered with BrandWorks Jakarta to elevate its brand message, positioning itself as a local Indonesian wine label producing internationally recognized, high-quality wine. BrandWorks helped shift Plaga's identity from "affordable wine" to a lifestyle-driven brand celebrating global flavours, aiming to make wine accessible and popular in Indonesia.
之前
之后
项目难点
Amid COVID travel restrictions, Plaga's challenge was to highlight its premium, globally sourced grapes in a competitive market. BrandWorks launched the "Greetings from… Plaga" campaign, using virtual travel to connect customers with Plaga’s wines. The rebrand included a refreshed brand story, visual identity, website redesign, and new collateral to emphasize the brand's international quality and resonate with consumers’ longing for freedom. BrandWorks positioned Plaga as the ideal choice for a virtual global wine experience from the comfort of home.
我们的设计方案
BrandWorks' "Destination Plaga" campaign nurtured a wine-loving community by blending humor and personal stories. It highlighted famous wine cities like Sicily and Mendoza, positioning Plaga as a well-traveled friend on a wine discovery journey. The relaxed, informal approach engaged users with playful questions, creating a two-way conversation and expanding the brand's reach through user-generated content. This campaign positioned Plaga as a relatable, lifestyle-driven brand, with opportunities for future collaborations and activations.
成果
The "Destination Plaga" campaign by BrandWorks proved a huge success, with Plaga achieving a remarkable 40% increase in sales and market share within the following year. By fostering a deeper connection with consumers through storytelling, user-generated content, and a lifestyle-driven approach, the campaign not only strengthened customer loyalty but also expanded Plaga’s presence in the competitive market. This growth solidified Plaga as a beloved wine brand in Indonesia, delivering both quality and memorable experiences.
BRANDWORKS STUDIO
BrandWorks is a multi-disciplinary design studio delivering strategic solutions for FMCG, hospitality, commercial property, and retail. With offices in Melbourne, Newcastle, Jakarta, Bangkok and Shanghai, our unique approach stems from firsthand business management, ownership, and operational experience. We create intelligent, innovative designs that drive client success, fostering a global business community built for lasting impact.
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