The purpose was to design a limited edition wine bottle for Cargill’s Empyreal 75, an all-natural, highly digestible protein concentrate for dog and cat diets. The target audience for the red wine was pet food manufacturers who were attending the Pet Food Forum Tradeshow and were considering using Empyreal 75 protein as an ingredient for their pet food. Conceptually, the solution needed to make a strong connection to red wine and dogs/cats. “Point After Point” was the direction taken as it connected the positive points offered by Empyreal 75. Point after point, when you add up all the benefits, it forms a clear picture of its value as a protein additive for any pet food. Bottles were adorned with white grease pencils that allowed the prospects to connect the “points” to create either a cat or a dog.
By Brandon Oltman