Newly launched without prior qualitative consumer research, Dead Bolt wanted to better understand their target and create a new brand story around the role of self-expression. Their logo was originally inspired by tattoo iconography, but the bottle design was lacking personal expression.

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Heading into research, we looked at our initial hypotheses on the target — 25-35, indie rock, culture seekers who are involved wine drinkers and enjoy exploration in all aspects of life. We met a range of people – from explorative/very involved to extremely cautious/un-engaged.

 

Through consumer research and focus groups, we gathered the strongest insights and understanding of not only Dead Bolt's consumers, but wine drinkers in the category overall. We saw opportunity in two different targets who best represented the brand.

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Contributions

Out of Category of Research, Mood Boards, Conceptual Development with guidance of Creative Director

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Results

In the fall of 2014, Dead Bolt launched the limited edition bottle that was recommended, and partnered with a renowned tattoo artist of their choice: David Hale.

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Chilled Magazine, 2014

“This marked the brand’s first artistic partnership.​ In true Dead Bolt style, the edgy design celebrates the brands bold commitment to individuality and the shared belief of Dead Bolt and David Hale in unlocking the unconventional by encouraging self-expression. “Buzzfeed” recently named David one of the coolest Tattoo Artist in the world."​

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chilledmagazine.com