Winepopper™ is a recently invented automatic wine opener. This brand management project goes through the main strategies, visual assets, and user experience improvements implemented during my time there as Head of Marketing. The TA is 35+ year-old Brazilian wine enthusiasts who are often not very tech savvy.
Brand Strategy
Coding
Digital Design
Product Strategy
Product Design
Statistical Analysis
Psychometrics
Research Design
Product Testing
UX Design
The first step when taking over the Winepopper™ brand was to choose and establish brand archetypes. The brand had a massive opportunity to appeal to the Brazilian luxury market.
Brand Archetypes
Ruler
The user's ultimate desire is to have power and control. They're an authority.
Magician
While opening wine, the user wants to impress and amaze.
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Asset #1: The Opening Hand™
The Opening Hand™ asset explains how the product works through the animation, while conveying fundamental brand associations of ruler and magician archetypes.
Asset #1: The Opening Hand™
The Opening Hand™ asset explains how the product works through the animation, while conveying fundamental brand associations of ruler and magician archetypes.
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Asset #2: The Magic Bottle™
The Magic Bottle™ asset highlights Winepopper's™ central PoD: the remainder freon leaking out of the bottle as soon as the cork is removed.
Asset #2: The Magic Bottle™
The Magic Bottle™ asset highlights Winepopper's™ central PoD: the remainder freon leaking out of the bottle as soon as the cork is removed.
Home page, scroll ↓
Product page, scroll ↓
Cart, scroll ↓
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Website UX
The website makes it extremely easy to customize and order your WP. The "Compre Junto" ("Buy Together") section increased sales considerably thanks to its limited choice of products: you are only offered one type of wine, changing the question from "which wine should I buy?" to "should I buy this wine?".
Website UX
The website makes it extremely easy to customize and order your WP. The "Compre Junto" ("Buy Together") section increased sales considerably thanks to its limited choice of products: you are only offered one type of wine, changing the question from "which wine should I buy?" to "should I buy this wine?".
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Winepopper Pro
We spotted an opportunity of proceeding with the luxury aspect of the brand by designing an upsale model including a magnetic safety lock around the needle.
Winepopper Pro
We spotted an opportunity of proceeding with the luxury aspect of the brand by designing an upsale model including a magnetic safety lock around the needle.
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The Conjoint Analysis
We then conducted research to find out which combination of items made the most valuable box of the new Winepopper Pro. We got to the compact box, lowering costs and yielding 13% more purchase intention. We could also understand the perception of value for each singular item.
The Conjoint Analysis
We then conducted research to find out which combination of items made the most valuable box of the new Winepopper Pro. We got to the compact box, lowering costs and yielding 13% more purchase intention. We could also understand the perception of value for each singular item.
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Winepopper Black + Paralelo 31
Many customers have asked us for a jet black edition of our opener. In order to obtain exposure, we introduced a limited edition combo with Bueno Wines: a renowned winery that so happens to be owned by the #1 sports commentator in Brazil, Galvão Bueno. Long story short, we SOLD OUT in less than five days!
Winepopper Black + Paralelo 31
Many customers have asked us for a jet black edition of our opener. In order to obtain exposure, we introduced a limited edition combo with Bueno Wines: a renowned winery that so happens to be owned by the #1 sports commentator in Brazil, Galvão Bueno. Long story short, we SOLD OUT in less than five days!
