girls' night out

For the past few months we've been working on a very exciting new brand called Carnaby Brown - a brand new sparkling fruit wine created by entrepreneur Aisling Young and designed by our studio (led by Jessica, our appropriately girly senior designer). With the drink's launch now underway (using various initiatives from social networking to on-trade promotions) we want to use our blog to capture the brand's progress and some of its marketing, so to get things going may we introduce you to Carnaby Brown...


Twelve months ago Aisling (an experienced drinks marketer) identified a gap in the market for a drink that would celebrate the unique relationships between women, and the importance they place on friendship and sharing experiences. She asked us to help her created a new brand aimed at women, and - excited by the opportunity to develop a new brand and indeed a new category - we agreed to a long-term commercial partnership.

Since then, our team has been involved in all aspects of the brand's development. We work with lots of different brands, but never in a way that gives us such brutal insight into every element from conception to launch. This included both the usual stuff - identifying variants and bottle shapes, agreeing brand propositions, consumer insights and research - and the more unusual issues such as the manufacturing process, distribution agreements and the use of social and guerilla marketing. Oh, and lots of tasting, of course!

Carnaby Brown is a 5.5% abv, deliciously fruity and refreshing drink, that's rounded off with a gentle sparkle. It's directly inspired by the women it has been created for: twenty-somethings who want an ideal drink to get things going - whether getting ready for a night out with friends, meeting up after work or having a relaxed afternoon drink at the weekend. Made to an exclusive recipe in White and Rosé variants, it's a unique and sophisticated blend of perry, white and muscat grapes with the sessionability of premium beer or cider and -served in an elegant 75cl Bordeaux-style bottle - the sociability of wine too.

Our pack design balances a retro/heritage look with feminine elegance, evoking the best and most stylish of London. It captures the essence of a girls' night while steering clear of the market default of overtly girly pink floral designs.

As well as the product and design, another differentiator for the brand is its innovative advocacy marketing programme, working with social media and regional brand ambassadors who have been recruited based on their suitability as 'Carnaby Girls', and who personally spread the word about Carnaby Brown. Bearing in mind how girls love to gossip, what could be better than a bit of word of mouth?!

So now you're familiar with Carnaby Brown, we'll be keeping you posted on its progress... just watch this space!