Evenly Wine Aims to Satisfy Consumers Seeking Balance
From motive to market: designing for balance
Emotions drive choice, yet one of the greatest challenges for brands is turning something as abstract as emotion into something consumers can actually see, touch and experience. Packaging makes this challenge particularly tangible: how do you translate a desired feeling into form, structure and sensory signals?
As part of the collaboration between BRAND AVIATORS® and O-I Glass, we explored how biology and the science of human motivation could provide that missing structure. Using THE WHEEL OF MOTIVES®, we developed an approach for mapping fundamental human motivations and translating them into actionable brand and packaging principles—connecting what people are emotionally seeking with what they see, touch and experience.
Evenly Wine brought this thinking to life. The concept was built around BALANCE, one of the 12 fundamental motives identified by THE WHEEL OF MOTIVES®. Rather than creating a wine brand first and adding an emotional story afterwards, the conventional process was reversed: the human motive became the starting point and the creative brief.
BALANCE guided both the brand concept and its packaging expression, shaping how ideas of harmony, equilibrium and composure could be translated into the visual, structural and sensory signals of the bottle.
In the article below, Anna Mitchell reports on the launch of Evenly Wine and the thinking behind its development, providing an outside perspective on how this approach moved from the science of human motivation to a market-facing concept.
The project demonstrates a principle at the heart of the BRAND AVIATORS® approach: use biology to give emotion structure, map it through THE WHEEL OF MOTIVES®, and translate it into tangible expressions that consumers can intuitively experience.
In this case, the journey was remarkably concrete:
A human motive became a brand concept. The concept became packaging. And the packaging made the emotion tangible.