If you want to sway the discerning public’s attention to your product, there’s nothing quite like involving them in the development of the product, risky as it may be. And, in a bid to celebrate its first year of business, that’s exactly what daily deal site GrabOne did. Harnessing the pull of its GrabOne Bottle site, Facebook fans were invited to vote on three designs by Media Design School graduate Allan Wrath, the top design earning itself prime position on an anniversary edition wine bottle.
Some 200 votes later, the public chose the design above to adorn bottles of Ant Moore Sauvignon Blanc and on the July 7 one-year anniversary, GrabOne says 934 cases (with six bottles in each) were sold at $45 each.
Wrath, a freelance graphic designer, photographer and co-owner of design label Keep the Change, was given a brief by GrabOne which asked for something that reflected that the company was “going places”.
“They wanted it to show a sense of direction and growth,” he says.
Using the GrabOne colours of green and blue, Wrath’s concept reflects the “going places” theme with intertwining roads, mountains and buildings.
As well as its venture into design territory, the daily deal site also celebrated its birthday by making an ad that featured the consumers and merchants who made GrabOne’s success (it has 65 percent of the daily deal market in New Zealand) all possible.
Wrath’s two non-winning designs follow below: