Brand Overhaul and Digital Experience for Good Pair Days
The Wine Gallery becomes Good Pair Days
Universal Favourite renamed The Wine Gallery as Good Pair Days and redesigned its identity, packaging and digital experience. Illustrated characters and approachable language guide customers through wine discovery. Packaging spans single bottles to twelve-bottle cases, with a built-in handle and moulded-pulp inserts. The mobile-first website combines wine exploration with a My Box tray available across screens, a revised rewards pathway and a taste-comparison tool. An outdoor and digital launch campaign extended the new identity beyond the subscription experience.
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Insights
- The renaming replaces a literal category label with a phrase about the experience.
- Characters guide customers across both physical and digital applications.
- Persistent access to My Box and a taste-comparison tool connect the identity to practical shopping tasks.
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