Even though the wine market in Poland is growing very quickly, consumers have a problem with choice. Eurocash invited Dragon Rouge to design a system to present the wine so that buyers could decide faster and more effectively.
We started from an innovative concept: if the majority of wines is sold through the counter let’s try to sell it differently. We created free-standing shelves with easy product access – buyers can easily and quickly get acquainted with the different wines. We decoded consumer needs and behaviour and combined it with a detailed analysis of categorising types of wine on the shop shelf. It helped us to come up with a name for the system, way of navigating on the shelf and identifying wines.
We asked ourselves: when do we buy wine? When there is an occasion! A simple answer became an architecture direction – we divided the shelf into five sections: for a gift, for a date, for a meal, with friends and to relax. For every wine we developed descriptions informing about type and price. For those who can't decide, there is a special section in red – so if you're not sure which occasion to choose, take the bottle from this part of the stand. It’s a simple and easy way to buy and choose wine.