Communication

PODO wine

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	NAYBYUNSAN Corp.
Affiliation	OCKHAMS BRANDING Co., Ltd.
Designer	yonghyuck Lee
English	The brand strategy for the Korean wine 'Podo' features a rabbit character, reflecting the Year of the Rabbit in 2023, designed for casual, everyday purchases. The target audience is divided into wine enthusiasts and low-involvement consumers, with a focus on visually engaging limited editions for the latter. This strategy has driven strong sales and positive reception in the Korean wine market. The use of Pantone colors and individual packaging has proven successful as a giftable brand, highlighting its effectiveness in design and market appeal.
Native	한국 와인 포도의 브랜드 전략은 2023년 토끼의 해를 상징하는 토끼 캐릭터를 도입한 데서 시작됩니다. 이 디자인은 와인을 보다 친근하고 일상적으로 즐길 수 있도록 만들어, 캐주얼하게 구매할 수 있는 제품으로 자리 잡았습니다. 귀엽고 친숙한 이미지로 소비자들에게 가벼운 즐거움을 선사하며 브랜드의 유쾌한 감성을 전달합니다. 타겟 소비자는 와인 애호가와 저관여 소비자로 명확히 구분됩니다. 와인 애호가는 제품의 품질과 맛을 중시하는 반면, 한정판으로 출시된 이 와인은 주로 시각적 재미와 소장 가치를 통해 저관여 소비자들의 구매를 유도합니다. 이러한 전략 덕분에 포도는 한국 와인 시장에서 긍정적인 반응과 높은 매출을 기록하며 입지를 넓혀가고 있습니다. 또한, 팬톤 컬러를 활용한 브랜드 연출과 개별 패키지로 선물용 와인 시장에서도 큰 성공을 거두고 있습니다. 포도는 디자인과 패키징이 소비자 관심을 끌고 판매에 큰 영향을 미치는 좋은 사례로 평가받고 있습니다.
Website	www.ockhams.kr
Positive Comments
Judging Comments	The Podo wine brand has been widely praised for its engaging branding strategy and successful market appeal. Featuring a rabbit character in honor of the Year of the Rabbit, it caters to both wine enthusiasts and casual consumers with visually captivating limited editions. This thoughtful use of Pantone colors and giftable packaging has resonated with customers, boosting both sales and brand recognition in the competitive Korean wine market.

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